International Marketing

Abstract

To explain international product strategies their environmental factors influence in a case study perspective, the main research question formed as ‘how environmental factors can impact on choice of product strategies’. Under this research question the following three objectives are: 1) To identify international product dimensions. 2) To analyze the impact of environmental factors on standardization - adaptation of product strategies 3) Empirical analysis of preferred product strategies and influenced environmental factors for the case company. This study follows a deductive research approach and qualitative research methods with the help of one case company interviews and case study secondary data.

The case company is a Finnish company, which has been involved in the renewable energy products sector (Wind energy turbines) in several countries. According to research findings the selected case company’s chosen product strategy is standardized strategy in wind turbine products as well as adaptation strategy in service products. The main reasons to select these approaches are differences in host country’s economic, cultural, political, and legal factors with home country.