chapter 11 product planning. special topics international issues public policy issues intellectual...

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CHAPTER 11 Product Planning

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Page 1: CHAPTER 11 Product Planning. Special Topics International issues Public Policy issues Intellectual Property issues

CHAPTER 11

Product Planning

Page 2: CHAPTER 11 Product Planning. Special Topics International issues Public Policy issues Intellectual Property issues

Special Topics

International issuesPublic Policy issuesIntellectual Property issues

Page 3: CHAPTER 11 Product Planning. Special Topics International issues Public Policy issues Intellectual Property issues

International Issues

Product design for international marketsManagement of global product development

Page 4: CHAPTER 11 Product Planning. Special Topics International issues Public Policy issues Intellectual Property issues

Product Design for International

Five main strategies Straight extension – no change to the product Communication adaptation – same product, only

change the promotion aspects (color, language, name) – read examples page 206!

Product adaptation – adapting a product to meet local conditions

Dual adaptation – altering both communication and product

Product invention – new product for the local market

Page 5: CHAPTER 11 Product Planning. Special Topics International issues Public Policy issues Intellectual Property issues

International Considerations

Different culture and languageLens of company’s culture may alter their

viewFive themes to consider

Time – perception differs across cultures Space – personal space, being alone or in groups Things – belongings, gifts Friendships – personal relationships Agreements – the way contracts are executed

Page 6: CHAPTER 11 Product Planning. Special Topics International issues Public Policy issues Intellectual Property issues

Global Teams

A quarter of new product development teams are global in nature

Language or physical location challengesGeneration of trust among team members

Page 7: CHAPTER 11 Product Planning. Special Topics International issues Public Policy issues Intellectual Property issues

Public Policy Issues

Product liabilityEnvironmental concernsProduct/service performanceMoralityOther public policy issues

Page 8: CHAPTER 11 Product Planning. Special Topics International issues Public Policy issues Intellectual Property issues

Product Liability

Vulnerability of the company to litigation due to risks that the product contains Product design Manufacturing defects Adequate instructions After-use dangers

Legal bases Negligence - Strict liability Warranty - Misrepresentation

Page 9: CHAPTER 11 Product Planning. Special Topics International issues Public Policy issues Intellectual Property issues

Environmental Concerns

Raw materials and processes in manufacture of the product

Disposal of products at the end of their lifeEU particularly aggressive in this area

Page 10: CHAPTER 11 Product Planning. Special Topics International issues Public Policy issues Intellectual Property issues

Product/Service Performance

Assurance that a product will perform as specified

Quality control and quality assurance programs

Recall programs

Page 11: CHAPTER 11 Product Planning. Special Topics International issues Public Policy issues Intellectual Property issues

Morality

“Sin” products – cigarettes, alcohol, gunsDifferent cultures have different restrictions

and biases regarding “sin” products and types of advertising for them

Page 12: CHAPTER 11 Product Planning. Special Topics International issues Public Policy issues Intellectual Property issues

Other Public Policy Issues

Politics, economic conditions, and mediaCongressional hearings on HMO’sShifting value of the dollar relative to other

currenciesMedia coverage of specific products or

categories may unfavorably raise awareness of potential problems

Page 13: CHAPTER 11 Product Planning. Special Topics International issues Public Policy issues Intellectual Property issues

Intellectual Property

The knowledge of a companyCan sometimes be protected by patent,

trademark, or copyrightDifferent standards in different countriesCan’t patent a service

Page 14: CHAPTER 11 Product Planning. Special Topics International issues Public Policy issues Intellectual Property issues

Patents

Seven categories that can be patented An art or process or method of doing something A machine A manufactured product A composition of matter A new or useful improvement of the above A new variety of plant A design of a product – a particular pattern, form, or

contour of a product

Patent application has a petition, a specification, and an oath

Page 15: CHAPTER 11 Product Planning. Special Topics International issues Public Policy issues Intellectual Property issues

Trademark and Copyright

A trademark is a unique design identifying that company from another, and lasts for 20 years (can be renewed)

A copyright protects original works of authorship, and lasts for the author’s life plus 50 years