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international business Explain why it makes sense to vary the attributes of a product from country to country

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Asher Wismer eNotes educator | Certified Educator

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People always like products better if they are locally-produced; however, local production sells even better to tourists, since everyone likes to have something unique and indigenous to a local. People buy far more branded bottle-openers from gas stations than the plain ones sold in Wal-Mart. Never underestimate the profitability of a souvenir. (Note that these branded items might not even be locally produced! For tourists, it's more the buying than the actual "Made Here" cred.)

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You have to "glocalise" products in order to appeal to the different contexts and culture of your varying markets. The biggest example of this is of course McDonalds, who has different versions of its food in every nation depending on the varying tastes and dietary aspects of the country and culture where it is presented. This means you can have a McLlajua burger in Bolivia, which involves a burger with the very spicy sauce that Bolivians eat their food with. This is one example of many.

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Tushar Chandra eNotes educator | Certified Educator

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It is essential to vary...

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