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International Product Innovation and Development

Part 6. International Marketing

  1. Roger J. Calantone1,
  2. Janell D. Townsend2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06018

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Calantone, R. J. and Townsend, J. D. 2010. International Product Innovation and Development. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. 1

    Michigan State University, East Lansing, MI, USA

  2. 2

    Oakland University, Rochester, MI, USA

Publication History

  1. Published Online: 15 DEC 2010


This article reviews some of the salient issues faced by managers of product innovation and development in a global marketplace. The growing complexity and pace of industrial technological change in today's business environment are forcing firms to understand the role and importance of global product innovation, how it fits with the firm's strategic orientation towards globalization, and the interaction of these forces with the international marketing concept of the company. Managing global product innovation and development presents quandaries for international companies with respect to balancing the need for within-country representation with between-country comparability. Firms that are able to harness the power of global product development by matching these competing requirements to capabilities have means to establishing effective product differentiation and create a sustainable competitive advantage.


  • innovation;
  • product development;
  • global product;
  • global orientation;
  • international marketing