Standard Article

Managing the Global Product Portfolio

Part 6. International Marketing

  1. Warren J. Keegan1,2,
  2. Elyse Arnow Brill1

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06019

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Keegan, W. J. and Brill, E. A. 2010. Managing the Global Product Portfolio. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. 1

    Keegan and Company LLC, Rye, NY, USA

  2. 2

    Pace University, New York, NY, USA

Publication History

  1. Published Online: 15 DEC 2010


Over the past five decades there has been a steady evolution of marketing theory and practice from a product-focused, domestic, ethnocentric marketing orientation to an integrated, global strategic orientation. Managing the product portfolio across global markets raises issues that were initially addressed from two opposing approaches: standardization versus adaptation. Today, global marketing theory and practice have moved beyond the standardization versus adaptation paradigm toward a multidimensional approach that recognizes that everything matters and that the goal of creating customer value and competitive advantage in global markets can best be achieved by optimizing the mix of standardization, adaptation, and innovation in the global product portfolio.


  • global product portfolio management;
  • global marketing strategy;
  • global strategic marketing;
  • global product positioning;
  • integrated global marketing