136 CHAPTER 6 MARKETINGINGLOBALMARKETS
Itisimportant, too,toevaluatethecapacityofthefinntobeflexible,adaptable,andproac-
tive,asthesearetheattributesnecessar;,!forsuccessina highlycompetitiveandrapidly
changingworld.
Undoubtedly,~nvironrnentalfactorshavereceivedthemostattentionfrommarketers
consideringinternationalmarkets.TheFunctionalLevel
Havingset theobjectivesforthecompany,bothatthecorporatelev el andthebusinesslevel,
thecompanycannowdevelopa detailedprogramoffunctionalactivitiestoachievetheobjec-
tives.Followingtheintegratedapproachemployedthroughoutthistext,eachofthefunc-
tionalelements(e .g ., finance, humanresources,research)must beconsideredjointly.The
bestinternationalmarketingstrategyisdoomedtofailureifhumanresourcescan' t findand
traintheappropriateemployees, orresearchcan'tmodifytheproductsothatitisaccept-
abletoconsumers in anothercountry. Ultimately, thiscoordinationbetweenbusinessfunc-
tionsis contingenton themarketentry strategyemployed as well as thedegreeof
standardi~ationorcustomizationdeemed.
Havingintegratedatthefunction'lllevel,wenextconside:integrationofthemaJ-
ketingmixelements.Product/Promotion
KeeganIIhas highlightedthekeyaspectliof marketingstrategyas a combinationofstan-
dardizationoradaptationofproductandpromotionelementsofthemix andoffersfive
alternativeandmorespecificapproachestoproductpolicy:- Oneproduct,onemessage,worldwide.Whilea numberofwritershaveargued
thatthiswillbethestrategyadoptedformanyproducts inthefuture,inpractice
onlya~andfulofproducts mightclaimtohaveachievedthis already. - Productextension, promotionadaptation.Whiletheproductstaysthesame this
strategyall owsfortheadaptationofthepromotionalefforteithertotargetnew
customersegmentsortoappealtotheparticulartastesofindividualcountries. - Product adaptation,promotionextension.Thisstrategyi~usedifa promotional
campaignhasachievedinternationalappeal,buttheproductneedstobeadapted
becauseoflocalneeds. - Dualadaptation.Byadaptingbothproductsandpromotionforeachnarket,the
firmisadoptinga totallydifferentiatedapproach. - Product invention.Finns,usuallyfromadvancednations,thataresupplyingprod-
ucts tolesswell-developedcountriesadoptproductinvention.
Anothercriticalelementthatiscloselyalignedwiththeproductandpromotionis the
brand.AnthonyO ' Reilly,ChairmanofH .J. Heinz, believes thatthecommunicationsrev-
olutionandtheconvergenceofcultureshavenowsetthestagefortrulyglobalmarketing.
Theageoftheglobalbrandisathand.Forexample,Heinzwaslookingto expandits 9
Lives catfoodbran::!andMorristheCatlogointoMoscow.Althoughit'sa stableandsuc-
cessfulbrandintheU.S.,testingandresearchdonebyDimitriEpimov, a localmarketing
managerinMoscow, ledHeinzexecutivestomakemarketingchangelitoensuretheprod-
uct'ssuccessinRussia. Namely,a fatter-lookingMorriswascreatedforpackaging.Another
discovery: WhileAmericans tend totreattheirkittieswithtuna, Russiancut-lover~prefer
toservebeef-flavoredfood.