CHAPTER 11 Product Planning
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CHAPTER 11
Product Planning
Special Topics
International issuesPublic Policy issuesIntellectual Property issues
International Issues
Product design for international marketsManagement of global product development
Product Design for International
Five main strategies Straight extension – no change to the product Communication adaptation – same product, only
change the promotion aspects (color, language, name) – read examples page 206!
Product adaptation – adapting a product to meet local conditions
Dual adaptation – altering both communication and product
Product invention – new product for the local market
International Considerations
Different culture and languageLens of company’s culture may alter their
viewFive themes to consider
Time – perception differs across cultures Space – personal space, being alone or in groups Things – belongings, gifts Friendships – personal relationships Agreements – the way contracts are executed
Global Teams
A quarter of new product development teams are global in nature
Language or physical location challengesGeneration of trust among team members
Public Policy Issues
Product liabilityEnvironmental concernsProduct/service performanceMoralityOther public policy issues
Product Liability
Vulnerability of the company to litigation due to risks that the product contains Product design Manufacturing defects Adequate instructions After-use dangers
Legal bases Negligence - Strict liability Warranty - Misrepresentation
Environmental Concerns
Raw materials and processes in manufacture of the product
Disposal of products at the end of their lifeEU particularly aggressive in this area
Product/Service Performance
Assurance that a product will perform as specified
Quality control and quality assurance programs
Recall programs
Morality
“Sin” products – cigarettes, alcohol, gunsDifferent cultures have different restrictions
and biases regarding “sin” products and types of advertising for them
Other Public Policy Issues
Politics, economic conditions, and mediaCongressional hearings on HMO’sShifting value of the dollar relative to other
currenciesMedia coverage of specific products or
categories may unfavorably raise awareness of potential problems
Intellectual Property
The knowledge of a companyCan sometimes be protected by patent,
trademark, or copyrightDifferent standards in different countriesCan’t patent a service
Patents
Seven categories that can be patented An art or process or method of doing something A machine A manufactured product A composition of matter A new or useful improvement of the above A new variety of plant A design of a product – a particular pattern, form, or
contour of a product
Patent application has a petition, a specification, and an oath
Trademark and Copyright
A trademark is a unique design identifying that company from another, and lasts for 20 years (can be renewed)
A copyright protects original works of authorship, and lasts for the author’s life plus 50 years
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