Dual Extension

Dual Extension might also work when the company targets a “global” segment with similar needs.
Generally speaking, a standardized product policy coupled with a uniform communication strategy offers substansial savings coming from economies of scale. this strategy basically product-driven rather than market-driven. the downside is that it is likely to alienate foreign customers, who might switch to a local or another foreign competing brand that is more in tune with their needs.
source : GLOBAL MARKETING MANAGEMENT – Masaaki Kotabe & Kristiaan Helsen – 2011 – page 332


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