Standardization—a solution to product counterfeiting in international markets
Standardization—a solution to product counterfeiting in international markets

Summary/Abstract: The product, taken by the present paper in its broadest sense as performance, is the object of the dilemma that the activity of the international market is faced with, that is, the oscillation between two strategies to approach external markets: global approach and local approach. The main difficulty arises from the contradictory nature of this juxtaposition. The enterprises have considerable room, although they prefer to be rather limited, to oscillate between a marketing exercise/action that is uniformly applied to all markets expected to be penetrated/processed by a company and another one peculiar to each individual market (Lendrevie et al., 2009: 935). The operationalization of the above-mentioned dilemma takes the shape of the standardization versus adaptation dichotomy in the international product policy

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