EENI Global Business School

International Product/Service Policy. Brand

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Syllabus of the Subject

Global Product Strategies: business portfolio, standardization (Marketing)

The Subject “International Product Policy” consists of two parts:

1- International Product Strategies.

  1. Introduction to the international product/service strategies
  2. Standardization, adaptation, and diversification of products and services
  3. Globally standardized products and services
  4. Locally adapted products and services
  5. Brand and product/service policy
  6. Business portfolio
  7. BCG Growth-Share Matrix
  8. McKinsey matrix
  9. Experience curve
  10. E-Product. Digital value. Pervasive computing
  11. Case Study:
    1. Silicon Graphics
    2. Comfort (Unilever)
    3. AESSEAL
    4. Johnson and Johnson
    5. General Motors Corporation
    6. Tantrix
    7. Linux
    8. Nintendo

2- Quality and International Marketing

  1. Quality and international marketing
  2. Standards and certifications
  3. Case Study: CE Mark

Portfolio analysis

Objectives: the Subject “International Product Policy” sets out to analyze the key areas of the international product / service policy.

  1. To know how to design product/services strategies for the international markets
  2. To learn the importance of adapting an export product or service to the local or regional requirements when entering new export markets
  3. To know how to add value to a traditional product with value digital services

This will be achieved by:

  1. Examining the product/service adaptation options available to the exporter
  2. Analysing the product/service characteristics that typically need to be modified for the different international markets

E-learning Courses, Diplomas (Global Business, Foreign Trade)

The Subject “International Product Policy” belongs to the following Online Programs taught by EENI Global Business School:

Diploma: International Marketing.

Diploma in International Marketing and Internationalization

Course: Global Marketing.

Global Marketing: export prices, distribution, promotion..

Masters: Foreign Trade, International Business.

Masters in International Business and Foreign Trade (MIB)

Doctorate: World Trade.

Doctorate in International Business (DIB) Online

Languages: Masters, Doctorate, International Business, English or Study Doctorate in International Business in French Politiques du produit d’exportation Study Master Doctorate in International Business in Spanish Producto de exportación Masters Foreign Trade in Portuguese Políticas de produto.

Credits of the Subject “International Product Policy”: 2 ECTS Credits

Duration: 2 weeks.

Area of Knowledge: International Marketing.

Perhaps, the most important question for the exporter is:

Is it a global (regional) product or service or shall I localize it to every market or region?

The exporter should ask himself if the product or service is exportable. A product (or service) which is successful in the local market will not always be as successful in the international markets. Although the exporter works in the Globalization age, each market is different (culture, perceptions, or the way of doing business).

Therefore, only through the international market research, the exporter can find out if the product or service has potential or not in each target market.

Furthermore, the exporter should look at what types of modifications and/or adaptations should carry out on the product or service in his international marketing strategy.

Two common mistakes related to the product (or service) and exporting.

  1. The first, and main one, is to believe that what is right for the home market will also be suitable for the international markets
  2. The other is that they do not keep in mind the different channels available for their product distribution (importers, subsidiaries)

When an exporting firm makes a Market Research, one of the most important tasks it will face will be the analysis of the goods or services of the competition in each target market. Especially when entering new markets, the familiarity with the products or services of the competitors is vital. Many exporters ignore this key point.

Two questions are fundamental:

  1. How competitive is our product or service?
  2. What advantages, unique to our product or service, are granted on the customer/importer?


In many cases; we will add value to our products (atoms) with digital services (bits). We will also see industries in transition, which are no longer selling atoms to sell bits. In almost every case companies are re-inventing in some way, their products (their atoms) to add digital value to them through bits.

Export Product Policy

Intellectual Property Rights (TRIPS)

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