1、本科毕业论文外文翻译译文标题全球产品战略一个纵向的多国产品属性研究资料来源营销管理杂志作者詹姆斯二十世纪末，由于国内市场的增长及成熟，导致了世界许多公司超越当地市场边界走向全球。这种行为给国际市场提出了一个新的挑战。这些公司不熟悉一个新市场的特点比如文化，经济，政治，和竞争力差异。对于其中许多公司营销的根本目标是创建一个全球性的的战略，允许最大限度地利用现有的产品和市场，同时通过规范化操作，努力调整到独特的方面来制定特定的市场。在这样一个全球性的的战略环境，规范营销工作的重点是无论何时何地可能进行这些措施，包括1通过标准化节约成本的增加研究和开发，包装，产品设计等，2经济规模，3一致性的产品提
2、供，促进产品质量，4类似的细分战略促销力度。进入21世纪的前十年，国际市场运作并没有改变。然而，十年后的全球变化的性质和特点市场不再是前所未有的增长，现在全球市场遇到几乎同样前所未有经济压力。伴随着文化，政治，竞争压力。增长势头不但没有减弱，反而增强。市场有效性和效率市场已变得越来越尖锐。显然，这种变化的市场环境指一个静态全局的营销方法战略也不是没有潜在的问题而是经常的困难，费时费力，确定何时何地标准化随着时间的推移为宜。这样做的目的是调查全球产品战略并确定相关领域的问题标准化，在产品属性的情况下使用纵向的方法，可能是必要的。这项研究会调查沿“16电位差”寻求产品属性约一个横跨三个十年内不同的
3、国际市场，探索如何确定这些变化相关的属性，三种不同的产品类别，并考虑到这些相关的一致性在每个市场的产品属性和三个产品类别比较的结果。尤其是在给定的关系到公司重要性的产品，重视成功的海外业务但很少研究存在交易中全球的产品属性行销方面，特别是潜在市场随着时间的推移的变化。有关这项研究是一个庞大的工作，一般产品战略的问题，如产品定义，产品分类，划分的产品属性，产品之间的关系提供和品牌战略，是关系产品属性和价格之间的。不幸的是，虽然这样的研究在越来越多，但缺乏一个同一的规范。从产品使用属性，产品策略研究国际的角度来看。为了了解产品的战略考虑超出了正规产品或尺寸有形的利益是必要的的。研究产品战略，产品的
4、做法规划，需要给予关注消费者的功能。虽然不全面，但是非常重要。有关这一研究产品资料回去几十年确定了16个不同的属性一贯的特点是在消费者产品选择决策。国际/全球产品战略文学研究最早开始由建设在产品上的最根本的区别类型，也就是说，工业与消费产品。在其1981年的文章，提供了基础开发一个成功的产品市场。这些作者发现成功的出口企业的特点，规模，技术水平，本地与外国所有权以及特点出口产品相对优势，相容性，风险性，复杂性，可用性工业领域。然后，他们开始探索工业产品特点可能会使产品更适合标准化的市场。他们的结论是，为工业产品，技术创新普遍在全球市场上寻求和这个“新”，可以用来作为一个产品属性成功地构建更大的
5、国际销售。这项研究的结果因为它涉及到这项研究是支持的概念，具体产品属性可以跨越不同的市场世界各地的整体市场环境可以是一个关键性的影响非本地产品的成功的可能性在任何给定的市场从工业品营销在非国内市场的移动，与产品类似的非消费产品国内营销环境，认为总标准化的产品提供，及其属性的反映，是不现实的。虽然产品类型及其复合属性程度的基本因素必须适应规范，环境文化偏好的影响，不同的产品经验和知识，经济能力都可以作出贡献。需要产品作为一项战略作出调整公司在世界各地移动一个市场到另一个地方。工业产品更适合比消费类产品的标准化。然而，耆那教也提出了一系列未来的研究，围绕建设性命题假设，由于市场变得更加多样化，消费
6、者的消费行为和特性的变化，对于一个给定组织的潜力规范的产品在这些市场同时，仍能获得成功的水平大大降低。此外，罗斯认为，消费类产品更可能需要更高层次的定制公司战略，强调产品能够更好地引进其他元素使他们的产品更加标准化。在处理方便产品（如食品）的口味和喜好可能由文化决定。强调不同的产品属性的跨越市场也可能是不同的产品和消费者参与。这种方法指出配套产品功能的重要性，并强调消费者的需求和市场特点。因此，相关的产品属性，在任何给定的非国内市场成功新市场提供的产品扩散这些属性有直接的速度影响，扩散过程（高田和耆那教1991年）。相对优势的产品，与潜在的需求，都可能大大影响一个产品更迅速地进入非本地的市场环
7、境。例如需要匹配的产品，产品的差异化战略的需要和个别市场的特点，可看广告内容的差异。一个广告的根本目的是向目标受众沟通相关的思想和信。这一概念普及差异可能存在于不同市场提供支持的情况下基于属性的产品战略研全球营销。在案件广告这样的研究将侧重于确定相关的产品属性的跨越不同的市场机制作为改善全球的广告效益。在这个命题的证据日本和美国的比较研究广告。在这项研究的作者（林1993年）结束日本广告不倾向于强调产品属性直接相关的核心产品作为产品包装等。另一方面，美国的广告则集中在产品属性更直接关联的核心产品（如，价格，产品的资格和性能）。阿克（1997）等提供了理论性较强的地位，在差异产品属性的重视程度和
8、沟通处理可能是由于社会文化的影响（例如，中国/集体与美国/个人主义）。这是进一步支持了属性在跨文化的不同。建立整个主题产品的战略的重要步骤是配套产品差异化战略，特别是因为它涉及到产品属性，不同市场的需求。从不断变化的环境的角度来看，一直是全球的一个显著特点市场。假设一个组织有一个功能完善的产品提供，要想入非国内市场，下一步，是确定具体的相关产品属性。外文文献原文TITLEGLOBALPRODUCTSTRATEGYALONGITUDINALMULTICOUNTRYPRODUCTATTRIBUTESTUDYMATERIALSOURCEMARKETINGMANAGEMENTJOURNALAUTHOR
9、KEILLOR,JAMESATTHEENDOFTHETWENTIETHCENTTUYTHEGROWTHIMPERATIVEANDTHEPREVALENCEOFMATUREDOMESTICMARKETSRESULTEDINMANYFIRMSWORLDWIDETOLOOKBEYONDTHEIRLOCALMARKETBOUNDARIESTHISMOVEMENTINTOINTEMATIONALMARKETSPRESENTEDANEWSETOFCHALLENGESFORTHESEORGANIZATIONSUNFAMILIARWITHTHEVARIOUSNUANCESOFAMARKETPLACECHARA
10、CTERIZEDBYCULTURAL,ECONOMIC,POLITICAL,ANDCOMPETITIVEDIFFERENCESFELHNAN1998FORMANYOFTHESECOMPANIES,THEFUNDAMENTALMARKETINGOBJECTIVEWASTOCREATEAGLOBALSTRATEGYWHICHWOULDALLOWFORMAXIMUMUSEOFEXISTINGPRODUCTOFFERINGSANDMARKETACTIVITIESTHROUGHSTANDARDIZEDOPERATIONSWDIILESIMULTANEOUSLY“ACTINGLOCAL“WILLS,SAM
11、LI,ANDJACOBS1991THEADVANTAGESOFSUCHAGLOBALSTRATEGY,WITHTHEEMPHASISONSTANDARDIZINGMARKETINGEFFORTSWHEREVERANDWHENEVERPOSSIBLEWERETHEN,ANDCONTINUETOBE,MANYTHESEINCLUDE1INCREASEDCOSTSAVINGSTHROUGHSTANDARDIZEDRESEARCHANDDEVELOPMENT,PACKAGING,PRODUCTDESIGN,ETC,2ECONOMIESOFSCALE,3CONSISTENCYOFPRODUCTOFFER
12、INGWHICHFACILITATESQUALITYCONFROL,AND4SIMILARSEGMENTATIONSTRATEGIESWHICHALLOWFORSIMILARPROMOTIONALEFFORTSTENYEARSINTOTHE21CENTURYTHISFUNDAMENTALGOALFORINTEMATIONALMARKETOPERATIONSHASNOTCHANGEDHOWEVER,WHATHASCHANGEDOVERTHEPRECEDINGDECADEISTHENATUREANDCHARACTERISTICSOFTHEGLOBALMARKETPLACENOLONGERCHARA
13、CTERIZEDBYUNPRECEDENTEDGROWTH,GLOBALMARKETSNOWAREEXPERIENCINGALMOSTEQUALLYUNPRECEDENTEDECONOMICPRESSURESWHICHHAVEBEENACCOMPANIEDBYCULTURAL,POLITICAL,ANDCOMPETITIVEPRESSURESTHEGROWTHIMPERATIVEHASNOTDIMINISHED,BUTTHENEEDTOIMPROVEEFFECTIVENESSANDEFFICIENCIESINNONDOMESTICMARKETSHASBECOMEMOREANDMOREACUTE
14、CLEARLYTHISCHANGEDMARKETENVIRONMENTMEANSASTATICGLOBALAPPROACHTOMARKETINGSTRATEGYISNOTWITHOUTPOTENTIALPROBLEMSITISFREQUENTLYDIFIBCULT,ANDTIMECONSUMING,TOASCERTAINWHEREANDWHENSTANDARDIZATIONISAPPROPRIATEOVERTIMETHEPURPOSEOFTHISSTUDYISTOINVESTIGATEGLOBALPRODUCTSTRATEGYANDTHEISSUEOFIDENTIFYINGRELEVANTAR
15、EASWHERESTANDARDIZATIONMAYBEPOSSIBLE,ANDWHERETHENEEDTO“ACTLOCAL“MAYBENECESSARY,INTHECONTEXTOFPRODUCTOFFERINGATTRIBUTESUSINGALONGITUDINALAPPROACHTHISSTUDYWILLINVESTIGATEPOTENTIALDIFFERENCESALONG16“SOUGHTFOR“PRODUCTATTRIBUTESOVERAPPROXIMATELYATENYEARPERIODACROSSTHREEDISTINCTINTERNATIONALMARKETS,EXPLOR
16、EHOWTHOSEIDENTIFIEDRELEVANTATTRIBUTESCHANGEACROSSTHREEDIFFERENTPRODUCTCATEGORIES,ANDCONSIDERTHECONSISTENCYOFTHESERELEVANTPRODUCTATTRIBUTESWITHINEACHMARKETACROSSTHETHREEPRODUCTCATEGORIESBYREPLICATINGANDCOMPARINGTHERESULTSOFKEILLOR,HAUSKNECKT,ANDPARKERS2001STUDYTHEIMPORTANCEOF“ACTINGLOCAL“,PARTICULARL
17、YINRELATIONTOAGIVENFIRMSPRODUCTOFFERING,ISOFFUNDAMENTALIMPORTANCETOSUCCESSFULOVERSEASOPERATIONSBUTLITTLERESEARCHEXISTSV4CHDEALSWITHPRODUCTATTRIBUTESINANINTEMATIONALORGLOBALMARKETINGCONTEXTKALYANARAMANDKRISHNAN1997PARTICULARLYVDIENPOTENTIALMARKETCHANGESOVERTIMEARETAKENINTOACCOIMTRELEVANTTOTHISSTUDYIS
18、ASUBSTANTIALBODYOFWORKWHICHADDRESSESGENERALPRODUCTSTRATEGYISSUESSUCHASPRODUCTDEFINITION,PRODUCTCATEGORIZATION,THEDEMARCATIONOFPRODUCTATTRIBUTES,THERELATIONSHIPBETWEENPRODUCTOFFERINGANDBRANDSTRATEGY,ANDTHERELATIONSHIPBETWEENPRODUCTATTRIBUTESANDPRICEUNFORTUNATELY,ALTHOUGHSUCHSTUDIESAREGROWINGINNUMBER,
19、THEREISALACKOFPRODUCTATTRIBUTE/PRODUCTSTRATEGYRESEARCHUSINGANINTEMATIONALORGLOBALPERSPECTIVEINORDERTOFIDLYUNDERSTANDPRODUCTSTRATEGY,CONSIDERATIONOFTANGIBLEGOODISNECESSARYBOTHTHESTUDYOFPRODUCTSTRATEGY,ANDTHEPRACTICEOFPRODUCTPLANNING,REQUIREATTENTIONBEGIVENTOALLOFTHEFEATURESFROMWDIICHCONSUMERSMIGHTDER
20、IVEVALUEALTHOUGHCLEARLYNOTCOMPREHENSIVE,THEREVIEWHEREHIGHLIGHTSIMPORTANTSTUDIESSPECIFICALLYRELEVANTTOTHISRESEARCHOFTHEPRODUCTLITERATUREGOINGBACKSEVERALDECADESWHICHIDENTIFIEDSIXTEENDIFFERENTATTRIBUTESWHICHCONSISTENTLYFEATUREINCONSUMERSPRODUCTCHOICEDECISIONSTABLE1INTHEINTERNATIONAL/GLOBALPRODUCTSTRATE
21、GYBLITERATURETHEEARLIESTSTUDIESBEGINBYBUUDINGONTHEMOSTFUNDAMENTALDIFFERENCEINPRODUCTTYPETHATIS,INDUSTRIALVERSUSCONSUMERPRODUCTSINTHEIR1981ARTICLE,MCGUINESSANDLITTLE1981PROVIDEDTHEFOUNDATIONFORDEVELOPINGSUCCESSFULPRODUCTSFRATEGIESINANONDOMESTICMARKETTHESEAUTHORSIDENTIFYTHECHARACTERISTICSOFSUCCESSFULE
22、XPORTFIRMSSIZE,LEVELOFTECHNOLOGY,LOCALVSFOREIGNOWNERSHIPASWELLASCHARACTERISTICSOFSUCCESSFIILEXPORTPRODUCTSRELATIVEADVANTAGE,COMPATIBILITY,RISK,COMPLEXITY,AVAILABILITYINTHEINDUSTRIALREALMTHEYTHENMCGUINESSANDLITTLE1981BEGANTOEXPLOREINDUSTRIALPRODUCTCHARACTERISTICSWIIICHMAYMAKEAPRODUCTMOREAMENABLETOSTA
23、NDARDIZATIONINTHECONTEXTOFSEVERALNONDOMESTICMARKETSTHEIRCONCLUSIONWASTHAT,FORINDUSTRIALPRODUCTS,TECHNOLOGICALINNOVATIONSWEREUNIVERSALLYSOUGHTOUTINGLOBALMARKETSANDTHATTHIS“NEWNESS“CANBEUSEDASAPRODUCTATTRIBUTEVMCHWALLSUCCESSFULLYBUILDGREATERINTEMATIONALSALESTHERESULTSOFTHISRESEARCHMCGUINESSANDLITTLE19
24、81ASITPERTAINSTOTHISSTUDYISSUPPORTFORTHENOTIONTHATSPECIFICPRODUCTATTRIBUTESCANSPANDIFFERENTMARKETSAROUNDTHEWORLDANDTHATTHEOVERALLMARKETENVIRONMENTCANBEAKEYINFLUENCEONTHELIKELYSUCCESSOFANONDOMESTICPRODUCTOFFERINGINANYGIVENMARKETMOVINGFROMTHEMARKETINGOFINDUSTRIALPRODUCTSINANONDOMESTICMARKETTOTHEMARKET
25、INGOFCONSUMERPRODUCTSINSIMILARNONDOMESTICENVIRONMENTS,JAIN1989ARGUESTOTALSTANDARDIZATIONOFAPRODUCTOFFERING,ASREFLECTEDBYITSATTRIBUTES,ISUNREALISTICWHILETHETYPEOFPRODUCTANDITSCOMPOSITEATTRIBUTESAREBASICDETERMINANTSOFTHEDEGREETOVSIICHANYOFFERINGMUSTBEADAPTED,OR,ALTEMAVELY,CANBESTANDARDIZED,THEENVIRONM
26、ENTALINFLUENCEOFCULTURALPREFERENCES,VARIEDPRODUCTEXPERIENCEANDKNOWLEDGE,ANDVARIEDECONOMICABILIFYCANALLCONTRIBUTETOTHENEEDTOMAKEADJUSTMENTSTOPRODUCTSTRATEGYASAFIRMMOVESFIOMONEMARKETAROUNDTHEWORLDTOANOTHERLIKEMCGUINESSANDLITTLE1981,JAIN1989SUPPORTSTHEPROPOSITIONTHATINDUSTRIALPRODUCTSAREMORESUITABLEFOR
27、STANDARDIZATIONTHANCONSUMERPRODUCTSHOWEVER,JAIN1989ALSOPRESENTSASERIESOFFUTURERESEARCHPROPOSITIONSBUILTAROUNDTHESUPPOSITIONTHATASMARKETSBECOMEMORECULTURALLYANDECONOMICALLYDIVERSE,ANDCONSUMERBEHAVIORANDCHARACTERISTICSCHANGE,THEPOTENTIALFORAGIVENORGANIZATIONTOSTANDARDIZEITSPRODUCTOFFERINGINTHESEMARKET
28、SANDSTILLACHIEVESUBSTANTIALLEVELSOFSUCCESSISGREATLYREDUCEDFURTHER,SAMIEEANDROTH1992ARGUETHATCONSUMERPRODUCTSAREMORELIKELYTOREQUIREHIGHERLEVELSOFCUSTOMIZATIONWITHFIRMSEMPHASIZINGSPECIALFYPRODUCTSBEINGBETTERABLETOINTRODUCEELEMENTSOFSTANDARDIZATIONINTHEIRPRODUCTSTHANTHOSEDEALINGINCONVENIENCEPRODUCTSEG,
29、FOODWIIERETASTESANDPREFERENCESMAYBEDETERMINEDBYCULTUREEMPHASISONDIFFERENTPRODUCTATTRIBUTESACROSSMARKETSMAYALSOBETHERESULTOFDIFFERENTLEVELSOFPRODUCTFAMILIARIFYANDLEVELSOFCONSUMERINVOLVEMENTWILLS,SAMU,ANDJACOBS1991THISAPPROACHPOINTSOUTTHEIMPORTANCEOFMATCHINGPRODUCTFEATURESANDATTRIBUTESWITHCONSUMERDEMA
30、NDSANDMARKETCHARACTERISTICSTHUS,THEKNOWLEDGEOFRELEVANTPRODUCTATTRIBUTESINANYDOMESTICMARKETISCMCIALFORTHESUCCESSFULDIFFUSIONOFPRODUCTOFFERINGSNEWTOAMARKETASTHESEATTRIBUTESHAVEADIRECTIMPACTONTHESPEEDOFTHATDIFFUSIONOFPROCESSTAKADAANDJAIN1991RELATIVEADVANTAGEOFTHEPRODUCT,COMPATIBILIFYWITHTHENEEDSOFTHEPO
31、TENTIALADOPTERS,COMPLEXITY,TRIALABILITY,ANDOBSERVABILIFYROGERS1983ALLHIAVETHEPOTENTIALTOSUBSTANTIALLYIMPACTTHEABILIFYOFAPRODUCTOFFERINGTOBEMORERAPIDLYACCEPTEDINANONDOMESTICMARKETENVIRONMENTANEXAMPLEOFTHENEEDTOMATCHPRODUCT,ANDPRODUCTDIFFERENTIATION,STRATEGIESTOTHENEEDSANDCHARACTERISTICSOFINDIVIDUALMA
32、RKETSCANBESEENINTHEDIFFERENCESINADVERTISINGCONTENTACROSSMARKETSTHEFUNDAMENTALPURPOSEOFANADISTOCOMMUNICATERELEVANTIDEASANDINFORMATIONTOTHETARGETAUDIENCESPRENG,MACKENZIE,ANDOLSHAVSKY1996THENOTIONTHATGENERALIZABLEDIFFERENCESMAYEXISTACROSSMARKETSPROVIDESSUPPORTFORTHECASEFORATTRIBUTEBASEDPRODUCTSTRATEGYR
33、ESEARCHININTEMATIONAL/GLOBALMARKETINGINTHECASEOFADVERTISINGSUCHRESEARCHWOULDFOCUSONDETERMININGRELEVANTPRODUCTATTRIBUTESACROSSDIFFERENTMARKETSASAMECHANISMFORIMPROVINGGLOBALADVERTISINGEFFECTIVENESSLIN1993PROVIDESEVIDENCEFORTHISPROPOSITIONINACOMPARATIVESTUDYOFJAPANESEANDAMERICANADVERTISEMENTSINTHESTUDY
34、THEAUTHORLIN1993CONCLUDEDJAPANESEADVERTISEMENTSTENDEDTOEMPHASIZEPRODUCTATTRIBUTESNOTDIRECTLYRELATEDTOTHECOREPRODUCTOFFERINGSUCHASPRODUCTPACKAGINGANDAVAILABILIFYAMERICANADVERTISEMENTS,ONTHEOTHERHAND,FOCUSEDONPRODUCTATTRIBUTESMOREDIRECTLYASSOCIATEDWITHTHECOREPRODUCTOFFERINGEG,PRICE,PRODUCTQUALIFY,ANDP
35、ERFORMANCEAAKERANDMAHESWARAN1997SOPROVIDEASTRONGTHEORETICALPOSITIONTHATDIFFERENCESINPRODUCTATTRIBUTEEMPHASISANDCOMMUNICATIONPROCESSINGMAYBEATTRIBUTABLETOSOCIETALCULTURALINFLUENCESANDORIENTATIONEG,CHINA/COLLECTIVEVERSUSUS/INDIVIDUALISTICTHISISFURTHERSUPPORTEDBYHANANDSHAVITT1994WIIOCONCLUDEDSUCCESSFUL
36、ATTRIBUTEAPPEALSDIFFERACROSSCULTURESTHETHEMETHATISESTABLISHEDTHROUGHOUTTHEPRODUCTSTRATEGYLITERATUREISTHEIMPORTANCEOFMATCHINGPRODUCTDIFFERENTIATIONSTRATEGY,ESPECIALLYASITRELATESTOPRODUCTATTRIBUTES,WITHTHENEEDSOFDIFFERENTMARKETSFROMTHEPERSPECTIVEOFACHANGINGENVIRONMENT,WHICHHASBEENAMARKEDCHARACTERISTIC
37、OFTHEGLOBALMARKETPLACE,FEENSTRAANDLEVINSOHN1995NOTETHAT,ASMARKETSANDPRODUCTSCHANGE,SODOESTHENEEDTOADJUSTANDRECONCILEPRODUCTDIFFERENTIATIONSTRATEGIESANDTHEATTRIBUTESWHICHCONSTITUTEAPRODUCTOFFERINGASSUMINGANORGANIZATIONHASAFUNCTIONALLYSOUNDPRODUCTOFFERINGPRIORTOENTERINGANONDOMESTICMARKET,THENEXTSTEP,A
38、SDISCUSSEDABOVE,ISTOIDENTIFYSPECIFICRELEVANTPRODUCTATTRIBUTESMACMILLANANDMCGRATH1996THUS,THESTAGEISSETFORTHENEEDTOINVESTIGATETHEGENERALLYACCEPTEDPRODUCTATTRIBUTESSEETABLE1ANDTHEIRIMPORTANCEACROSSSEVERALDIVERSEMARKETPLACESKLEIN,ETTENSON,ANDMORRIS1998OVERTIMEBYDOINGSO,THISSTUDYBEGINSTOLAYTHEGROUNDWORK
39、FORDEALINGWITHTHEPROBLEMOFHOWTOEFFECTIVELYDEVELOPASUCCESSFULGLOBALPRODUCTSTRATEGYANDHOWTHATSTRATEGYNEEDSTOBEFLEXIBLEASMARKETCONDITIONSCHANGESUCHANAPPROACHPROVIDESAMEANSTORECONCILETHEADVANTAGESOFAGLOBALSTRATEGYWHILEIMPLEMENTINGAMARKETORIENTATIONOUTSIDEOFTHEFAMILIARDOMESTICMARKETTAKINGINTOACCOUNTTHEFA
40、CTTHATTHEMARKETENVIRONMENT,DOMESTICORNONDOMESTIC,ISNOTSTATICPOSTEN1996ARGUESTHATAKEYTOBUILDINGASUCCESSFULINTEMATIONAL/GLOBALPRODUCTSTRATEGYISINVESTIGATINGTHERELEVANCEOFMORE,RATHERTHANFEWER,PRODUCTATTRIBUTESWHILEPREVIOUSRESEARCHEG,MCGUINESSANDLITTLE1981HASDEALTWITHTHISISSUEINTHEREALMOFINDUSTRIALPRODU
41、CTS,LITTLEPUBLISHEDRESEARCHEXISTSWHICHDEALSWITHTHISPROBLEMINTHEAREAOFCONSUMERPRODUCTSONALARGESCALEIE,BEYONDALIMITEDNUMBEROFPRODUCTATTRIBUTESPARTICULARLYINTHECONTEXTOFALONGITUDINALSTUDYBYBETTERUNDERSTANDINGTHEPRODUCTATTRIBUTESWHICHHAVETHEPOTENTIALTOREMAINSTABLEACROSSDIVERSEMARKETSOVERTIME,ANDTHOSEWHI
42、CHMAYCHANGE,FIRMSWILLBEINABETTERPOSITIONTOMATCHTHEIRPRODUCTDIFFERENTIATIONSTRATEGYTOMEETBOTHTHENEEDSOFTHEEXTEMALMARKETANDTHEREQUIREMENTSOFTHEFIRMSINTEMAIRESOURCEBASEANYINVESTIGATIONOFTHERELEVANCEOFPRODUCTATTRIBUTESACROSSDIFFERENTMARKETSANDPRODUCTCLASSIFICATIONSREPRESENTSSUBSTANTIALMETHODOLOGICALCHAL
43、LENGESTHESEINCLUDESELECTIONOFTHEMARKETSFROMWHICHRESPONDENTSWILLBEDRAWN,THESAMPLINGPROCEDUREBYWHICHTHEINDIVIDUALRESPONDENTSARESELECTED,MEASUREMENTISSUESSUCHASSPECIFICATIONOFTHEPRODUCTATTRIBUTES,ANDTHEEVALUATIONOFTHERELIABILIFY/VALIDIFYOFTHEMEASUREMENTINSTRUMENTSASREFLECTEDINTHECOLLECTEDDATAMARKETSELE
44、CTIONTHEFIRSTOBSTACLETOOVERCOMEINTHEORIGINALSTUDYWASTOIDENTIFYMARKETSFROMWHICHREASONABLYHIGHQUALIFYRESPONDENTDATACOULDBEOBTAINEDTHEMARKETSCHOSENWEREREQUIREDTOREPRESENTVIABLEAREASOFOPPORTUNIFYFORMARKETERSANDSTILLBEDISTINCTINTHEIRECONOMIC,CULTURAL,ANDCONSUMERBEHAVIORCHARACTERISTICSTHECOUNTRIESDETERMIN
45、EDTOFIILFIUTHESECRITERIAWERETHEUNITEDSTATES,FRANCE,ANDMALAYSIAATTHETIMEOFTHEORIGINALSTUDY,THEUNITEDSTATESWASANOBVIOUSCHOICEGIVENITSROLEASAMAJORPLAYERINTHEGLOBALECONOMYWITHEXPORTSWELLINEXCESSOF1TRILLIONDOLLARSWHILETHEINTERVENINGECONOMICDOWNTURN,ANDSUBSEQUENTMOVEMENTTOWARDRECOVERY,HASAFFECTEDTHEUSMARK
46、ETITREMAINSAGLOBALMARKETLEADERTHESELECTIONOFTWOOTHERMARKETSWASMOREPROBLEMATICWHILEITWASNECESSARYTOIDENTIFYMARKETSFROMWHICHDATACOULDBEGATHERED,ATTHESAMETIMETHEMARKETSSELECTEDWOULDNEEDTOBEREASONABLYREPRESENTATIVEASRESOURCECONSTRAINTSPREVENTEDTHEGATHERINGOFDATAFROMALARGENUMBEROFCOUNTRIESGIVENTHEEXPLORA
47、TORYNATUREOFTHERESEARCHITWASDETERMINEDANATIONFROMTHEMAJORGLOBALMARKETREGIONOFTHEEUROPEANUNIONFRANCEANDANEMERGINGMARKETMALAYSIAWOULDBEAPPROPRIATEWHENPAIREDWITHTHEUNITEDSTATESTHESETWOADDITIONALNATIONSNOTONLYSERVEASABASISFORASTUDYWHICHCANBEARGUEDTOBEGLOBALINNATURE,THEYALSOCANBESHOWNTOBEREASONABLYDISTINCTACROSS
