Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more ➡
Standard view
Full view
of .
Add note
Save to My Library
Sync to mobile
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
Class-17-International Marketing

Class-17-International Marketing

Ratings: (0)|Views: 869|Likes:
Published by Siddharth

More info:

Published by: Siddharth on Aug 30, 2009
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as PPT or read online from Scribd
See More
See less



International Marketing (Class-17)
Arun Bhattacharyya
Faculty MemberJIM, Noida
The International Product Cycle
Describes the diffusion of innovation across national boundaries
Columbia Journal of World Business, 1983
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
Average performers19902004
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)

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->