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• Differences in technical standard: International companies must
meet national technical standards in order to sell in different national

markets.

• Consumer and personal use product: A product that meets
consumer needs is likely to be more successful when adapted to the

local market.

• Variations in consumer needs and differing use conditions:
Some products may have to vary greatly from one country to another.

Climate, for example, affects products sensitive to temperature or
humidity, making it necessary to modify them for tropical or Arctic
markets.

• Variations in the ability to buy: Per capita income differs widely
throughout the world. Adaptation so that the product is affordable may
be necessary.

• Fragmented independent national subsidiaries and the impact of
cultural differences: These are probably the most important
influences on product modification, especially consumer products.

Tastes, consumption habits and likely acceptance of the product must
be considered. Cultural differences about food are important, so an

adaptation strategy may be required. Note, however, that travel,
technology and improved information exchange throughout the world
have made people more familiar with many foreign products.

7.5 The Components of the International Product Offer

The two most important questions international companies will have to
examine are:

• What contributes to the total product?

• What might make the product acceptable to the international market?

(Doole and Lowe, 2008)