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Erschienen in:
Marketing Strategy: A Global Discipline Kapitel lesen Erstes Kapitel lesen

2022 | OriginalPaper | Buchkapitel

7. Creating Global Product and Service Offerings

verfasst von : Bodo B. Schlegelmilch

Erschienen in: Global Marketing Strategy

Verlag: 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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Vorheriges Kapitel Segmenting Targeting and Positioning in Global Markets
Nächstes Kapitel Extracting Value from Global Operations
Fußnoten
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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Metadaten
Titel
Creating Global Product and Service Offerings
verfasst von
Bodo B. Schlegelmilch
Copyright-Jahr
2022
Verlag
Springer International Publishing
Buch
Global Marketing Strategy

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

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

Copyright-Jahr: 2022

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