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Customization refers in the context of international marketing to a country-tailored product strategy which focuses on cross-border differences in the needs and wants of target customers, appropriately changing products in order for them to match local market conditions. Therein, customization follows a market-driven orientation (as opposed to a product-driven orientation) and aims at increasing customer satisfaction by adapting the company's products to local needs.
CUSTOMERization means identifying and serving what you perceive as your optimal customers. CUSTOMERization - Targeting Optimal Customers, R Craig Palubiak, 1998
Video Customization (international marketing)
Sources
- Kotabe, M./Helsen, K. (2007): Global Marketing Management, 4th ed., New York: Wiley International Edition.
- Palubiak, R Craig, 1998, CUSTOMERization : Targeting Optimal Customers, Business Person's Handbook
Source of article : Wikipedia
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