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Class-17-International Marketing

Class-17-International Marketing

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Published by Siddharth

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Published by: Siddharth on Aug 30, 2009
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09/24/2009

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International Marketing (Class-17)
Arun Bhattacharyya
Faculty MemberJIM, Noida
 
 
The International Product Cycle
Describes the diffusion of innovation across national boundaries
InitiatingCountry(Developed)LDCsOtherAdvancedNationsImportingTimeExporting
Columbia Journal of World Business, 1983
10234Stages
0- Local innovation1- Overseas innovation2. Maturity3-Worldwide imitation4. Reversal
How to get out of this problem?
 
 
New Product Development Portfolios
0 %100%
Source: American Productivity and Quality Center,2004
 
20.420.438.820.436.724.727.111.5
Average performers19902004
30.326.825.917.0
Best performers2004New to worldNew productlinesAddition toproduct linesImprovements&modifications
E.g- Gillette: End of 1980s; Disposablerazor had become acommodity (price &convenience)Gillette managersdecided to create anew category:Theshaving systemEnter Mach 3 razor :Developed a great newproduct & a great newbrand2000: Mach 3 becamea success & captured20% of the globalblade & razor markets
The goal of the product development process: Not to develop a standard product or productline, but to build adaptability into products andproduct lines to achieve world-wide appeal. (e.g.Nissan, 3M)

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