Skip to main content
SpringerLink
Log in

Creating Global Product and Service Offerings

  • Chapter
  • First Online:
Global Marketing Strategy

Part of the book series: Management for Professionals ((MANAGPROF))

  • 8789 Accesses

Abstract

This chapter subscribes to the view that products and services are merely vehicles that help consumers to achieve solutions. It starts with a distinction between different types of products and services. This then provides the basis for the standardization—adaptation debate. Subsequently, the focus 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. The chapter closes with a look at the international product life cycle, a concept used to explain foreign investment patterns as well as to describe revenue and profit patterns of products.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 39.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Notes

  1. 1.

    Christensen et al. (2005).

  2. 2.

    MacInnis and de Mello (2005).

  3. 3.

    Keegan and Schlegelmilch (2001).

  4. 4.

    Kurtz et al. (2010).

  5. 5.

    Patterson and Cici (1995).

  6. 6.

    Javalgi and Martin (2007).

  7. 7.

    Lovelock and Yip (1996).

  8. 8.

    Alon and Jaffe (2013).

  9. 9.

    Leonidou et al. (2010).

  10. 10.

    Buzzell (1968).

  11. 11.

    Levitt (1983).

  12. 12.

    Ghemawat (2007a).

  13. 13.

    Hise and Choi (2011).

  14. 14.

    Levitt (2006).

  15. 15.

    Friedman (2007).

  16. 16.

    Ghemawat (2007b).

  17. 17.

    Hise and Choi (2011).

  18. 18.

    Theodosiou and Leonidou (2003).

  19. 19.

    Buzzell (1968).

  20. 20.

    Levitt (1983).

  21. 21.

    Hise and Choi (2011).

  22. 22.

    Buzzell (1968).

  23. 23.

    Douglas and Craig (1986) and Buzzell (1968).

  24. 24.

    Souiden and Diagne (2009).

  25. 25.

    Ambos and Schlegelmilch (2010).

  26. 26.

    Douglas and Wind (1987).

  27. 27.

    Nachum and Zaheer (2005).

  28. 28.

    Szulanski (1996) and von Hippel (1994).

  29. 29.

    These issues are discussed in more depth in Chap. 9.

  30. 30.

    Vrontis (2003) and Hise and Choi (2011).

  31. 31.

    Otis Elevator Company (n.d.).

  32. 32.

    Lehrer and Behnam (2009) and Boddewyn et al. (1986).

  33. 33.

    Usunier and Lee (2006).

  34. 34.

    Vrontis (2003).

  35. 35.

    Lehrer and Behnam (2009).

  36. 36.

    Lulu and Ronan Keating—We’ve Got Tonight. YouTube. https://www.youtube.com/watch?v=EpgCBfZWr80; Jeanette and Ronan Keating—We’ve got tonight. YouTube. http://www.youtube.com/watch?v=_mm8cpVJMC8. Both Accessed August 12, 2015.

  37. 37.

    Shamsuzzoha (2011).

  38. 38.

    Lehrer and Behnam (2009).

  39. 39.

    Honeycomb: Welcome to Android 3.0! (n.d.).

  40. 40.

    Pick your Go (n.d.).

  41. 41.

    Alon and Jaffe (2013).

  42. 42.

    Bartlett (2004).

  43. 43.

    Pittman (2005).

  44. 44.

    Ambos and Schlegelmilch (2008) and Ambos and Schlegelmilch (2007).

  45. 45.

    Ambos et al. (2006).

  46. 46.

    Cooper and Kleinschmidt (1986), Christensen and Overdorf (2000) and Garcia and Calantone (2002).

  47. 47.

    Prange and Schlegelmilch (2015).

  48. 48.

    Danneels (2002).

  49. 49.

    Ambos and Schlegelmilch (2010).

  50. 50.

    Wong (1993).

  51. 51.

    Kuo-Ming Chu and Chan (2009).

  52. 52.

    Prahalad and Ramaswamy (2004).

  53. 53.

    Bughin et al. (2007).

  54. 54.

    My Starbucks Idea (n.d.).

  55. 55.

    Kotabe and Helsen (2011).

  56. 56.

    Czinkota and Ronkainen (2004).

  57. 57.

    Hartley and Claycomb (2014).

  58. 58.

    Morner (1977).

  59. 59.

    Gordon et al. (2011).

  60. 60.

    Vernon (1966).

  61. 61.

    Knight and Cavusgil (2004).

  62. 62.

    Hofer and Schendel (1978).

  63. 63.

    Biggadike (1981).

  64. 64.

    Tellis et al. (2003) and Stremersch and Tellis (2004).

References

  • Alon, I., & Jaffe, E. (2013). Global marketing: Contemporary theory, practice and cases. New York, NY: McGraw-Hill.

    Google Scholar 

  • Ambos, B., & Schlegelmilch, B. B. (2007). Innovation and control in the multinational firm: A comparison of political and contingency approaches. Strategic Management Journal, 28(5), 473–486.

    Article  Google Scholar 

  • Ambos, B., & Schlegelmilch, B. B. (2008). Innovation in multinational firms: Is there a fit between culture and performance? Management International Review, 48(2), 189–206.

    Article  Google Scholar 

  • Ambos, B., & Schlegelmilch, B. B. (2010). The new role of regional management. Basingstoke: Palgrave-Macmillan.

    Google Scholar 

  • Ambos, T. C., Ambos, B., & Schlegelmilch, B. B. (2006). Learning from foreign subsidiaries: An empirical investigation of headquarters’ benefits from reverse knowledge transfers. International Business Review, 15(4), 294–312.

    Article  Google Scholar 

  • Bartlett, C. (2004). P&G Japan: The SK-II globalization project. Case study. Boston, MA: Harvard Business School. 9-303-003.

    Google Scholar 

  • Biggadike, E. R. (1981). The contributions of marketing to strategic management. Academy of Management Review, 6(4), 621–632.

    Google Scholar 

  • Boddewyn, J. J., Soehl, R., & Picard, J. (1986). Standardization in international marketing: Is Ted Levitt in fact right? Business Horizons, 29(6), 69–75.

    Article  Google Scholar 

  • Bughin, J., Erbenich, C., & Shenkan, A. (2007, September). How companies are marketing online: A McKinsey global survey. The McKinsey Quarterly. Accessed August 13, 2015, from http://mensit.nl/plaatjes/user/File/How%20companies%20are%20marketing%20online.pdf

  • Buzzell, R. D. (1968). Can you standardize multinational marketing? Harvard Business Review, 46(6), 102–113.

    Google Scholar 

  • Christensen, C. M., Cook, S., & Hall, T. (2005). Marketing malpractice. Harvard Business Review, 83(12), 76.

    Google Scholar 

  • Christensen, C. M., & Overdorf, M. (2000). Meeting the challenge of disruptive change. Harvard Business Review, 78(2), 66–76.

    Google Scholar 

  • Cooper, R. G., & Kleinschmidt, E. J. (1986). An investigation into the new product process: Steps, deficiencies and impact. Journal of Product Innovation Management, 3(2), 71–85.

    Article  Google Scholar 

  • Czinkota, M. R., & Ronkainen, I. A. (2004). International marketing. Mason, OH: Thomson/South-Western.

    Google Scholar 

  • Danneels, E. (2002). The dynamics of product innovations and firm competencies. Strategic Management Journal, 23(12), 1095–1121.

    Article  Google Scholar 

  • Douglas, S. P., & Craig, S. C. (1986). Global marketing myopia. Journal of Marketing Management, 2(1), 155–169.

    Article  Google Scholar 

  • Douglas, S. P., & Wind, Y. (1987). The myth of globalization. Columbia Journal of World Business, 22(4), 19–29.

    Google Scholar 

  • Friedman, T. L. (2007). The world is flat: A brief history of the twenty-first century. London: Penguin Group.

    Google Scholar 

  • Garcia, R., & Calantone, R. (2002). A critical look at technological innovation typology and innovativeness terminology: A literature review. Journal of Product Innovation Management, 19(2), 110–132.

    Article  Google Scholar 

  • Ghemawat, P. (2007a, October 1). Coca-cola’s global rethink. Harvard Business Review. Blog Network. Accessed August 15, 2015, from https://hbr.org/2007/10/cocacolas-global-rethink.

  • Ghemawat, P. (2007b). Why the world isn’t flat. Foreign Policy, 159, 54–60.

    Google Scholar 

  • Gordon, M., Musso, C., Rebentisch, E., & Gupta, N. (2011, January). The path to successful new products. McKinsey & Company. Accessed August 13, 2015, from https://www.mckinseyquarterly.com/The_path_to_successful_new_products_2489

  • Hartley, R. F., & Claycomb, C. (2014). Marketing mistakes and successes (12th ed.). Hoboken, NJ: Wiley.

    Google Scholar 

  • Hise, R., & Choi, Y. (2011). Are US companies employing standardization or adaptation strategies in their international markets? Journal of International Business and Cultural Studies, 4(1), 1–29.

    Google Scholar 

  • Hofer, C. W., & Schendel, D. (1978). Strategy formulation: Analytical concepts (p. 798). St. Paul, MN: West Publishing.

    Google Scholar 

  • Honeycomb: Welcome to Android 3.0! (n.d.). Accessed, August 13, 2015, from http://developer.android.com/sdk/android-3.0-highlights.html

  • Javalgi, R. G., & Martin, C. L. (2007). Internationalization of services: Identifying the building-blocks for future research. Journal of Services Marketing, 21(6), 391–397.

    Article  Google Scholar 

  • Keegan, W. J., & Schlegelmilch, B. B. (2001). Global marketing management: A European perspective. Essex: Financial Times/Prentice Hall.

    Google Scholar 

  • Knight, G. A., & Cavusgil, S. T. (2004). Innovation, organizational capabilities, and the born-global firm. Journal of International Business Studies, 35(2), 124–141.

    Article  Google Scholar 

  • Kotabe, M., & Helsen, K. (2011). Global marketing management. Hoboken, NJ: Wiley.

    Google Scholar 

  • Kuo-Ming Chu, K.-M., & Chan, H.-C. (2009). Community based innovation: Its antecedents and its impact on innovation success. Internet Research, 19(5), 496–516.

    Google Scholar 

  • Kurtz, D. L., MacKenzie, H. F., & Snow, K. (2010). Contemporary marketing. Toronto: Cengage Learning.

    Google Scholar 

  • Lehrer, M., & Behnam, M. (2009). Modularity vs. programmability in design of international products: Beyond the standardization–adaptation tradeoff? European Management Journal, 27(4), 281–292.

    Article  Google Scholar 

  • Leonidou, L. C., Barnes, B. R., Spyropoulou, S., & Katsikeas, C. S. (2010). Assessing the contribution of leading mainstream marketing journals to the international marketing discipline. International Marketing Review, 27(5), 491–518.

    Article  Google Scholar 

  • Levitt, T. (1983). The globalization of markets. Harvard Business Review, 61(3), 92–102.

    Google Scholar 

  • Levitt, T. (2006). Ted Levitt on marketing. Boston: Harvard Business Press.

    Google Scholar 

  • Lovelock, C. H., & Yip, G. S. (1996). Developing global strategies for service businesses. California Management Review, 38(2), 64–87.

    Article  Google Scholar 

  • MacInnis, D. J., & de Mello, G. E. (2005). The concept of hope and its relevance to product evaluation and choice. Journal of Marketing, 69(1), 1.

    Article  Google Scholar 

  • Morner, A. L. (1977). A product is born. Fortune, 95(5), 124.

    Google Scholar 

  • My Starbucks Idea. (n.d.). Accessed August 13, 2015, from http://mystarbucksidea.force.com/apex/ideaList?lsi=2

  • Nachum, L., & Zaheer, S. (2005). The persistence of distance? The impact of technology on MNE motivations for foreign investment. Strategic Management Journal, 26(8), 747–767.

    Article  Google Scholar 

  • Otis Elevator Company. (n.d.). About elevators. Accessed August 12, 2015, from http://www.otisworldwide.com/pdf/AboutElevators.pdf

  • Patterson, P. G., & Cici, M. (1995). A typology of services firms in international markets: An empirical investigation. Journal of International Marketing, 3(4), 57–83.

    Google Scholar 

  • Pick your Go. (n.d.). Accessed August 13, 2015, from, http://www.tomtom.com/en_gb/drive/car/products

  • Pittman S. (2005, October 19). Beiersdorf hails men’s skin whitener a success in Asia. Accessed August 13, 2015, from http://www.cosmeticsdesign-asia.com/Market-Trends/Biersdorf-hails-men-s-skin-whitener-a-success-in-Asia

  • Prahalad, C. K., & Ramaswamy, V. (2004). Co-creating unique value with customers. Strategy & Leadership, 32(3), 4–9.

    Article  Google Scholar 

  • Prange, C., & Schlegelmilch, B. B. (2015). Managing innovation dilemmas – The cube solution. Working Paper, WU Vienna.

    Google Scholar 

  • Shamsuzzoha, A. H. M. (2011). Modular product architecture for productivity enhancement. Business Process Management Journal, 17(1), 21–41.

    Article  Google Scholar 

  • Souiden, N., & Diagne, M. (2009). Canadian and French men’s consumption of cosmetics: A comparison of their attitudes and motivations. Journal of Consumer Marketing, 26(2), 97–109.

    Article  Google Scholar 

  • Stremersch, S., & Tellis, G. J. (2004). Understanding and managing international growth of new products. International Journal of Research in Marketing, 21(4), 421–438.

    Article  Google Scholar 

  • Szulanski, G. (1996). Exploring internal stickiness: Impediments to the transfer of best practice within the firm. Strategic Management Journal, 17(Special Winter Issue), 27–43.

    Article  Google Scholar 

  • Tellis, G. J., Stremersch, S., & Yin, E. (2003). The international take-off of new products: The role of economics, culture, and country innovativeness. Marketing Science, 22(2), 188–208.

    Article  Google Scholar 

  • Theodosiou, M., & Leonidou, L. C. (2003). Standardization versus adaptation of international marketing strategy: An integrative assessment of the empirical research. International Business Review, 12(2), 141–171.

    Article  Google Scholar 

  • Usunier, J.-C., & Lee, J. A. (2006). Marketing across cultures. Harlow: Financial Times/Prentice Hall.

    Google Scholar 

  • Vernon, R. (1966). International trade and international investment in the product cycle. Quarterly Journal of Economics, 80(2), 190–207.

    Article  Google Scholar 

  • von Hippel, E. (1994). Sticky information and the locus of problem solving: Implications for innovation. Organizational Science, 5(1), 98–118.

    Article  Google Scholar 

  • Vrontis, D. (2003). Integrating adaptation and standardisation in international marketing: The AdaptStand modelling process. Journal of Marketing Management, 19(3/4), 283–305.

    Article  Google Scholar 

  • Wong, V. (1993). Idea generation in identifying and exploiting new market opportunities. London: Department of Trade and Industry.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Vienna University of Economics and Business, WU Vienna, Vienna, Austria

    Bodo B. Schlegelmilch

Authors
  1. Bodo B. Schlegelmilch
    View author publications

    You can also search for this author in PubMed Google Scholar

Rights and permissions

Reprints and permissions

Copyright information

© 2016 Springer International Publishing Switzerland

About this chapter

Cite this chapter

Schlegelmilch, B.B. (2016). Creating Global Product and Service Offerings. In: Global Marketing Strategy. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-26279-6_5

Download citation

Publish with us

Policies and ethics

Search

Navigation