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2015 | OriginalPaper | Chapter

Product Modification Strategies Used by Food Companies for Fast Entry into New Geographic Segments

Authors : Kaye Crippen, Christopher Oates

Published in: Proceedings of the 1993 World Marketing Congress

Publisher: Springer International Publishing

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This paper examines product modification strategies and techniques used by food companies to gain entry into new geographic market segments. Interviews were conducted with international and regional companies of all sizes marketing in Asia-Pacific and included companies from Europe, North America, Middle East, and Asia-Pacific (A-P). The findings suggest that product modification has been utilised in the Asia-Pacific region.

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