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Marketing Strategy: A Global Discipline Read chapter Read first chapter

2022 | OriginalPaper | Chapter

7. Creating Global Product and Service Offerings

Author : Bodo B. Schlegelmilch

Published in: Global Marketing Strategy

Publisher: Springer International Publishing

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Abstract

The chapter starts with a distinction between different types of products and services. This provides the basis for the standardization-adaptation debate. Subsequently, the discussion shifts to global innovation and product development and demonstrates how different types of innovations may have rather different implications for the innovating company and the market as a whole. Next, we look at the international product life cycle, which is used to explain foreign investment patterns as well as to describe revenue and profit patterns of products. The chapter closes with a look at the counterfeits, an increasing and potentially dangerous aspect of global marketing.

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previous chapter Segmenting Targeting and Positioning in Global Markets
next chapter Extracting Value from Global Operations
Footnotes
1
Christensen et al. (2005)
 
2
MacInnis and de Mello (2005)
 
3
PwC (2011, p.28)
 
4
Kurtz et al. (2009)
 
5
Patterson and Cici (1995)
 
6
Javalgi and Martin (2007)
 
7
Lovelock and Yip (1996)
 
8
Alon and Jaffe (2013)
 
9
Leonidou et al. (2010)
 
10
Buzzell (1968)
 
11
Levitt (1983)
 
12
Ghemawat (2007a)
 
13
Hise and Choi (2011)
 
14
Levitt (2006)
 
15
Friedman (2007)
 
16
Ghemawat (2007b)
 
17
Hise and Choi (2011)
 
18
Theodosiou and Leonidou (2003)
 
19
Buzzell (1968)
 
20
Levitt (1983, p.94)
 
21
Hise and Choi (2011)
 
22
Buzzell (1968)
 
23
Douglas and Craig (1986) and Buzzell (1968)
 
24
Johansson (2006)
 
25
Du Preez et al. (1994)
 
26
Floros and Charalampidou (2019)
 
27
Schlegelmilch et al. (2016)
 
28
EU-Indonesia Business Network (2019)
 
29
Sugibayashi et al. (2019)
 
30
Amalia (2019)
 
31
Yim (2019)
 
32
Intan (2019)
 
33
Amalia (2019)
 
34
Garnier (2020)
 
35
EU-Indonesia Business Network (2019)
 
36
Ambos and Schlegelmilch (2010)
 
37
Nachum and Zaheer (2005)
 
38
Szulanski (1996) and von Hippel (1994)
 
39
Vrontis (2003) and Hise and Choi (2011)
 
40
Otis Elevator Company (2017)
 
41
Lehrer and Behnam (2009) and Boddewyn et al. (1986)
 
42
Usunier and Lee (2006)
 
43
Vrontis (2003)
 
44
Lehrer and Behnam (2009)
 
45
Lulu Official (2011) and Deep Radio Europe (2016)
 
46
Shamsuzzoha (2011)
 
47
Lehrer and Behnam (2009)
 
48
Android Developers (2019)
 
49
TomTom (n.d.)
 
50
The Guardian (2011)
 
51
Alon and Jaffe (2013)
 
52
Bartlett (2004)
 
53
Pitman (2005)
 
54
Ambos and Schlegelmilch (2007, 2008)
 
55
Ambos et al. (2006)
 
56
Christensen and Overdorf (2000) and Garcia and Calantone (2002)
 
57
Danneels (2002)
 
58
Solomon (2014)
 
59
Ambos and Schlegelmilch (2010)
 
60
Wong (1993)
 
61
Chu and Chan (2009)
 
62
Gates (2007)
 
63
Prahalad and Ramaswamy (2004)
 
64
Bughin et al. (2007)
 
65
Starbucks (n.d.)
 
66
Kotabe and Helsen (2011)
 
67
Czinkota and Ronkainen (2004)
 
68
Hartley and Claycomb (2013)
 
69
Morner (1977)
 
70
Gordon et al. (2010)
 
71
Cole (2017)
 
72
Vernon (1966)
 
73
Knight and Cavusgil (2004)
 
74
Lai (2008), Tolentino (2017), and Rasiah and Yap (2019)
 
75
Hofer and Schendel (1978, p. 798)
 
76
Biggadike (1981)
 
77
Tellis et al. (2003) and Stremersch and Tellis (2004)
 
78
OECD/EUIPO (2019, p. 16)
 
79
Streets (2020) and AP News (2018)
 
80
OECD/EUIPO (2016)
 
81
OECD/EUIPO (2019)
 
82
Desjardins (2019)
 
83
Devlin (2015) and The Economist (2010)
 
84
LVMH (n.d.)
 
85
BrandZ (2020)
 
86
Entrupy (2019)
 
87
Shams (2015)
 
88
R Strategic Global (2017)
 
89
Louis Vuitton (2018)
 
90
OECD/EUIPO (2019)
 
91
Streets (2020)
 
92
Penz et al. (2008)
 
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Metadata
Title
Creating Global Product and Service Offerings
Author
Bodo B. Schlegelmilch
Copyright Year
2022
Publisher
Springer International Publishing
Book
Global Marketing Strategy

Print ISBN: 978-3-030-90664-1

Electronic ISBN: 978-3-030-90665-8

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-030-90665-8_7