Managing the Global Product Portfolio
Part 6. International Marketing
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
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.
- 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