After studying the content within this chapter, you will:

1. Understand why and how it may make sense to vary the attributes of a product among countries.
2. Appreciate why and how a firm's distribution strategy might vary among countries.
3. Understand why and how advertising and promotional strategies might vary among countries.
4. Understand why and how a firm's pricing strategy might vary among countries.
5. Understand how the globalization of the world economy is affecting new-product development within international businesses.