The growing globalization of markets that gives rise to standardization
must be balanced with the continuing need to assess all
markets for those differences that might require adaptation for successful
acceptance. The premise that global communications and
other worldwide socializing forces have fostered a homogenization
of tastes, needs, and values in a significant sector of the population
across all cultures is difficult to deny. However, more than one authority
has noted that in spite of the forces of homogenization,
consumers also see the world of global symbols, company images,
and product choice through the lens of their own local culture and
its stage of development and market sophistication. Each product
must be viewed in light of how it is perceived by each culture with
which it comes in contact. What is acceptable and comfortable
within one group may be radically new and resisted within others,
depending on the experiences and perceptions of each group.
Understanding that an established product in one culture may be
considered an innovation in another is critical in planning and
developing consumer products for foreign markets. Analyzing a
product as an innovation and using the Product Component Model
may provide the marketer with important leads for adaptation.
