A study tool that outlines this chapter and the learning objectives it teaches.

Learning Objectives

After reading and studying this chapter, you should be able to answer the following questions:

1. How do legal systems influence international marketing programs, including standardization and adaptation strategies?
2. How are international marketing disputes resolved within various legal systems?
3. When is standardization the most viable international marketing strategy?
4. How can adaptation help a marketing team succeed in reaching target markets in a host country?
5. How can standardization and adaptation programs combine to achieve greater international marketing effectiveness?
6. How can global innovation and patterns of diffusion assist the marketing team in reaching target markets, including those consisting of bottom-of-the-pyramid customers?

Chapter Outline

To refer back to the specific topics in your textbook, the page numbers are also displayed below.

Opening Vignette: Costa Coffee Global Expansion: Adaptation and Differences in Taste: pg. 312 - 313

OVERVIEW: pg. 313 - 314

Legal Systems: pg. 315 - 316

International Intellectual Property Protection: pg. 316 - 319

International Dispute Resolution: pg. 319 - 323

Standardization: pg. 323 - 326

Adaptation: pg. 326

Food Products: pg. 326 - 329

Adaptation of Services: pg. 329 - 331

Music: Legal Systems, Standardization, and Adaptation: pg. 331 - 333

Combining Standardization and Adaptation: pg. 334 - 336

Sustainability and Adaptation: pg. 336

Global Innovation: pg. 336 - 339

New Product Development and Bottom-of-the-Pyramid: pg. 339 - 340

Ethical Issues in Standardization and Adaptation: pg. 340

Strategic Implications: pg. 340 - 341

Tactical Implications: pg. 341

Operational Implications: pg. 341

Terms: pg. 341

Review Questions: pg. 342

Discussion Questions: pg. 342 - 343

Analytical and Internet Exercises: pg. 343

Case 10. Banana Republic in the UK: pg. 344 - 346