International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

State of Art: Product Adaptation in Times of Globalization
Egide Karuraranga, Etienne Musonera, Amelie Poulin

The subject of adaptation of products in an international context has gained popularity in recent years and it is desirable to conduct a systematic review on the subject by identifying and synthesizing relevant studies to date, in order to gain a better understanding of this concept and to guide future research. A systematic review of the literature on the topic of products adapting on internationalization of firms has definitely deepened our understanding of it. It is worth recalling here that the product adaptation is considered as the degree to which a product for a foreign market is different from that offered in the domestic market of a firm in terms of positioning, design, creation, logo, style, quality, features/special attributes, branding, packaging, labeling, warranties and extended product line. Using a rigorous scientific methodology, it was possible to answer two research questions. These were to know the factors influencing the degree of product adaptation on internationalization of firms and thereafter the impact on performance.

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