In e na ionaliza ion and he dynamics o p oduc
adap a ion: The Case o Pa ois.
Ye heniya Vladimi o a
[email p o ec ed]
Disse a ion
Mas e in In e na ional Economics and Managemen
Supe iso : Ma ia do Rosá io Mo ei a
Co-Supe iso : Paulo Sousa
30 h Sep embe , 2013
ii
Sho Biog aphic no e
Ye heniya Vladimi o a was bo n in Neus eli z (Ge many), in 1983. She has he bachelo
g ade in In e na ional Rela ions, in he Facul y o A s o he Uni e si y o Po o (Po ugal).
She joined he Mas e in Economics and Managemen p og am in 2011 and since 2012 She is
wo king in Pa ois as In e na ional Ma ke Manage , doing he managemen and coo dina ion
o some Eas Eu opean coun ies such as Romania, Uk aine and Kazaks an.
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Abs ac
The globaliza ion c ea es huge challenge o he con empo a y companies, which in en o
de elop hei ac i i ies in o eign ma ke s. As he coun ies di e , he companies need o
decide whe he o adap he p oduc o he local needs o o de elop exac ly he same p oduc
all o e he wo ld. The igh balance is di icul o be achie ed.
The pu pose o his s udy is o iden i y and unde s and he amoun and ypes o changes
equi ed on a p oduc due o he socio-cul u al di e ences and unde s and i s impo ance in
he in e na ionaliza ion o companies. We ocus on he p oduc le el, ying o unde s and
which socio-cul u al ac o s and dimensions may demand adap a ions on he p oduc and wha
physical cha ac e is ics o he p oduc su e such adap a ions, o iden i y he mo i a ion o
i ms o adap (o no adap ) hei p oduc s o expo ma ke s and o pe cei e he pe o mance
implica ions o adap ing p oduc s.
We s udied he case o he p oduc s o Pa ois, a Po uguese company p oducing women´s
ashion accesso ies. We ound ha o he Middle Eas egion, he socio-cul u al ac o mos
in luencing changes on p oduc was eligion, ollowed by as es/p e e ences. The less
in luen ial ac o s a e clima e and physiology. The esul s o Eas e n Eu ope di e om he
A ab egion, among socio-cul u al ac o s, he less in luencing on p oduc adap a ion is
eligion and he mo e in luen ial a e as es and p e e ences ollowed by socio-economical
ac o and clima e. The mos modi ied p oduc cha ac e is ic is composi ion/ma e ials,
ollowed by unc ionali y/shape and colou . The less modi ied cha ac e is ics we e size and
design. In bo h egions he main adap a ions we e made in o m o line ex ensions, whe e
colou s, ma e ials, shapes and ea u es we e added o emo ed. The success a e o he
adap ed p oduc in bo h s udied egions has inc eased.
This s udy con ibu es o o e ake he exis ing inconsis encies conce ning he mo i a ion o
and agains adap a ion and p o ide companies’ decision make s wi h impo an in o ma ion
on how hey should p omo e hei p oduc s.
Key-wo ds: in e na ionaliza ion, p oduc adap a ion, cul u e, expo s, ma ke ing mix
JEL-codes: F23, M31
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Table o Con en s
Sho Biog aphic no e ................................................................................................................. ii
Abs ac ..................................................................................................................................... iii
Index o Tables ........................................................................................................................... 3
Index o Figu es ......................................................................................................................... 4
1. In oduc ion ............................................................................................................................ 5
2. In e na ionaliza ion and p oduc adap a ion: a Li e a u e Re iew ......................................... 7
2.1. S anda diza ion and adap a ion concep s 7
2.1.1. In e nal i m´s cha ac e is ics ............................................................................... 9
2.1.2. Ex e nal en i onmen ......................................................................................... 11
2.2. S a egic i 14
2.3. In e na ional ma ke ing s a egy and p o i abili y 14
2.4. Cul u al amewo ks 15
2.4.1. Icebe g analogy .................................................................................................. 15
2.4.2. Cul u al dimensions ............................................................................................ 16
2.4.3. Socio-cul u al ac o s .......................................................................................... 17
2.5. Ma ke ing mix 18
2.5.1. P oduc ................................................................................................................ 19
2.5.2. Boz epe´s amewo k (use - ela ed adap a ion) ................................................. 20
3. Me hodological conside a ions ............................................................................................ 23
3.1. S udy amewo k 23
3.2. Me hod speci ica ions 24
3.2.1. Company selec ion and b ie desc ip ion ........................................................... 25
3.2.2. Da a Collec ion ................................................................................................... 26
4. P oduc adap a ion a Pa ois: da a analysis and esul s ....................................................... 31
4.1. Fac o s a ec ing Pa ois’ in e na ional ma ke ing s a egy 31
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4.2. The planning and p oduc ion p ocess o Pa ois 33
4.3. Middle Eas and Eas e n Eu ope ma ke adap a ion s a egies 34
4.3.1. Middle Eas ma ke analysis ............................................................................... 34
4.3.2. Eas e n Eu ope ma ke analysis.......................................................................... 36
4.4. Middle Eas and Eas e n Eu ope s a egy in ligh o Boz epe’s amewo k 37
4.4.1. Middle Eas ......................................................................................................... 38
4.4.2. Eas e n Eu ope.................................................................................................... 40
4.5. Impac o adap a ions on pe o mance 42
5. Conclusion ............................................................................................................................ 45
Re e ences: ............................................................................................................................... 47
Appendix .................................................................................................................................. 52

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Index o Tables
Table 1. Ad an ages o s anda diza ion s. adap a ion s a egies....................................... 8
Table 2. In e nal ac o s and impac s on adap a ion s. s anda diza ion............................ 10
Table 3. Ex e nal ac o s and impac s on adap a ion s. s anda diza ion………….…….. 13
Table 4. Ho s ede, Hall and Fons T ompenaa s’ cul u al dimensions models................... 17
Table 5. Type o adap a ion s a egies in se e al s udies.................................................... 22
Table 6. Ques ions o he su ey, in e nal and ex e nal ac o s, dimensions and au ho s... 28
Table 7. Numbe o changes made in each dimension s. socio-cul u al ac o ………..... 34
Table 8. Dimension and ac o s o de ing (Middle Eas )……………………………........ 34
Table 10. Dimension and ac o s o de ing (Eas e n Eu ope)............................................. 36
Table 11. Numbe o adap a ion classi ied acco ding o Boz epe’s amewo k (Middle
Eas )..................................................................................................................................... 39
Table 12. Numbe o adap a ion acco ding o Boz epe’s amewo k (Eas e n Eu ope)..... 41
Table 13. P oduc pe o mance in Middle Eas and Eas e n Eu ope.................................. 43
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Index o Figu es
Figu e 1. Icebe g analogy – Visible and less isible indica o s o cul u e..............................16
Figu e 2. The in e ela ionship be ween use alue ca ego ies, cul u al ac o s and p oduc
p ope ies.................................................................................................................................20
Figu e 3. Boz epe’s amewo k de ailed....................................................................... .....24
Figu e 4. Me hodology’s s eps.......................................................................................... .....27
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1. In oduc ion
Acco ding o Tan ong e al. (2010), he globaliza ion c ea es bo h oppo uni ies and
di icul ies o in e na ional companies. Today companies ope a e in condi ions o
in ensi ying compe i ion, de elopmen o echnology and global c isis – hey y o ind he
igh balance be ween global e iciency achie ing economies o scale on one hand, and a e
p essu ed o mee he goal o local esponsi eness, in o de o be e i he cus ome ’s needs
on ano he hand (Gup a and Go inda ajan, 2001; Ghemawa and Cassiman, 2007; Nasi and
Al inbasak, 2009; Powe s and Loyka, 2010). Fo achie ing economies o scale, he be e
op ion is he p oduc s anda diza ion policy, bu wi h he weakness o , possibly, no sa is ying
he cus ome s in a cul u al di e en coun y. On he o he side i ms may choose o modi y, o
o adap , he physical cha ac e is ics o a ibu es o a p oduc and i s packaging o i he
needs and desi es o consume s in di e en coun ies, bu his inc eases de elopmen ,
manu ac u ing, ma ke ing, packaging, and dis ibu ion cos s (Calan one e al., 2004). The
balance be ween hose wo kinds o cos s should d i e o a s a egy whe e he adap ed p oduc
adds enough inc emen al e enue ( h ough inc eased sales due o be e sa is ying cus ome
needs and wan s) whe e he addi ional manu ac u ing and ma ke ing cos s esul ing om
adap ing he p oduc a e compensa ed (Calan one e al., 2004).
Though p oduc adap a ion is a co e aspec o in e na ional ma ke ing s a egy, li le esea ch
has in es iga ed modi ying he physical p oduc and packaging o adap o di e en cul u es
(Calan one e al., 2004). The majo i y o he s udies on p oduc adap a ion highligh he
changes equi ed on a p oduc due o he cul u al di e ences bu do no ocus on he
mo i a ion o do his adap a ion and o measu e he pe o mance implica ions o adap ing
p oduc s (Calan one e al., 2004, Ho ská e al., 2007). Fu he mo e, gi en ha some s udies
(Calan one e al., 2004; Tan ong e al., 2010; Lishchenko e al., 2011) indica e he exis ence
o se e al socio-cul u al ac o s ha a ec p oduc adap a ion, i is c ucial o unde s and he
ela i e weigh o each oge he wi h ela i e weigh o each p oduc ´s physical cha ac e is ic
modi ied and iden i y he impac on he company expo pe o mance.
The main goal o his s udy is o unde s and wha kind o adap a ions can be equi ed on
p oduc , wha socio-cul u al a iables can a ec he decision o adap a ion, wha is he weigh
o each a iable in he decision o adap a ion and how does he adap a ion impac on p oduc
and i m pe o mance. This s udy con ibu es o o e ake he exis ing inconsis encies
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conce ning he mo i a ion o and agains adap a ion and p o ide companies’ decision make s
wi h impo an in o ma ion on how hey should p omo e hei p oduc s.
In o de o ul il his objec i e, an exhaus i e li e a u e e iew is done wi h he pu pose o
lea ning mo e abou simila cases and abou he in e na ionaliza ion p ocess and s a egies and
he elemen s making pa o he ma ke ing mix and he p oduc adap a ion s a egies. Then,
using he case o Pa ois Company, we do an empi ical analysis in o de o unde s and his
si ua ion, using an expe ience o his Po uguese company in some de eloping economies.
This epo is o ganized as ollow: besides his in oduc ion, in Chap e 2 we explain he
heo e ical amewo k, e iew he ele an li e a u e on simila s udies, on he ac o s
a ec ing s anda diza ion s. adap a ion decision, i s de e minan s and
adap a ion/s anda diza ion heo ies, on ma ke ing mix elemen s and on in e na ionaliza ion
s a egies aiming o desc ibe concep s ele an o ou s udy and unco e he main gap o
li e a u e. In Chap e 3, we desc ibe he unde aken me hodology, he company selec ion and
da a ga he ing p ocedu es. Chap e 4 p esen s he esul s and i is discussed he in e na ional
ma ke ing s a egy o Pa ois, as well as he possible impac o adap a ion in he company’s
pe o mance. Finally he conclusions, main limi a ions o he s udy and u u e s udy
conside a ions a e summa ized in Chap e 5.
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Acco dingly, o Ho s ede (1988) cul u e is defined as ‘‘collec i e men al p og ammes”,
sha ed by a g oup o people; hese p og ammes di e om one g oup o ano he . These
di e ences inc ease he liabili y o o eignness o he di ficul ies ha he in es ing fi ms
should o e come when i seeks o de elop i s ac i i ies in a new coun y (López-Dua e and
Vidal-Suá ez, 2010). Consume s´ di e gence in as es and habi s, p e e ences ha a y among
he di e en local cul u es, is among he main obs acles o s anda diza ion (Nasi and
Al inbasak, 2009).
The cul u al con e gence, as he pa o globaliza ion p ocess, is ano he equen ly discussed
heme. I ’s a gued by some au ho s ha i leads o s anda diza ion, due o he homogeniza ion
o as es and p e e ences. Acco ding o Schilke e al. (2009), among he mos p ominen
p oponen s o s anda diza ion is Le i (1983), who a gues ha echnological ad ancemen s
ha e diminished cul u al di e ences ac oss coun ies and hus make a globally s anda dized
ma ke ing s a egy he pe ec op ion o achie e wo ldwide economies o scale.
Co ec ma ke segmen a ion is a di icul issue as a as segmen a ion canno be done on he
coun y le el. V on is and V on i (2004) di ide mic o and mac o le els o segmen a ion,
e e ing as belonging o mac o le el economic, echnological, geog aphic and poli ical
issues, and o mic o le el – li es yles, a i udes, as es and p e e ences. Because simila
ma ke s wi h simila needs and consump ion beha iou s can be ound ac oss di e en
coun ies, i may exis some oppo uni ies o s anda diza ion. A he same ime some
esea che s sugges ha consume s wi hin indi idual coun ies become mo e cul u ally
he e ogeneous (Ca pen e e al., 2012).
The ex e nal ac o s discussed abo e a e summa ized in he able below (Table 3):

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Ex e nal ac o s
Expec ed esul on:
Adap a ion
S anda diza ion
Ma ke simila i ies
Di e en
Simila
P oduc na u e (indus ial p oduc )
Consume p oduc
Indus ial p oduc
P oduc na u e (du able p oduc )
Non-du able
Du able
P oduc li e-cycle
Di e en
Homogenous
In ensi y o indus y compe i ion
Low
In ensi e
Economic de elopmen
Di e en le el
Same s age
Poli ical and legal es ic ions
Speci ic local equi emen
x
Cul u al con e gence
Speci ic local as es, p e e ences
x
Compe i ion
Local compe i ion / s ong
Global compe i ion/ weak
Ma ke size
La ge ma ke s
Smalle ma ke s
Table 3. Ex e nal ac o s and impac s on adap a ion s. s anda diza ion
Sou ce: Own elabo a ion based on s udies discussed.
2.2. S a egic i
The e is s ill no igh s a egy ha could i anyone, because each i m has o conside bo h
in e nal and ex e nal o ces, which a ec i s ac i i y. Recen s udies emphasize he
impo ance o a “s a egic i ” be ween ma ke ing s a egy and en i onmen al on one side, and
in e nal ac o s, on he o he , which can esul in supe io pe o mance (Vi ilai e e al., 2011;
Gab ielsson e al., 2012).
As many au ho s e e , s anda diza ion and adap a ion should be seen as wo ex emes o he
same con inuum, wi hin which al e na i es could be ound (Ca usgil and Ki palani, 1993;
V on is e al,. 2009). This wo pola ized posi ions can pe ec ly coexis in he same company
e en wi hin he same p oduc line (V on is e al., 2009) and nei he comple e s anda diza ion,
no comple e adap a ion is possible (Jain, 1989; Akaah 1991; Ca usgil and Ki palani, 1993).
The challenge o he in e na ional i m is o de e mine which speci ic s a egy elemen s a e
easible o desi able o adap , unde wha condi ions and o wha deg ee (Dow and La imo,
2009).
2.3. In e na ional ma ke ing s a egy and p o i abili y
Many s udies show ha he p ima y goals o s anda diza ion o adap a ion a e o gain
compe i i e ad an age and o imp o e he pe o mance, which can be measu ed in e ms o
15
sales, ma ke sha e, p o i , asse s u no e , e c. (e.g. Calan one e al., 2004; Powe s and
Loyka, 2010). The posi i e associa ion be ween he le el o adap a ion and p o i abili y was
ound by some au ho s, who a gue ha he be e p oduc i s o he cus ome s’ needs, he
mo e alue i c ea es o hem and, he e o e, he highe e enues i m gene a es (Zou and
Ca usgil, 2002; Calan one e al., 2004; Ho ská e al., 2007; Boz epe, 2007; Powe s and
Loyka, 2010; Lishchenko e al., 2011). Thus, adap a ion can gi e sus ained compe i i e
ad an age o he i m. Bu some o he esea che s ha e concluded ha he e is a nega i e
ela ionship be ween he le el o adap a ion and he p o i abili y (Calan one e al., 2004).
Howe e , he e is s ill no consensus whe he s anda diza ion o adap a ion o ma ke ing mix
will inc ease he pe o mance (Nasi and Al inbasak, 2009).
Gene ally, companies´ pe o mance is a complex heo e ical cons uc , which is in luenced by
innume able ac o s and he e is a lack o uni o mi y and consis ence in de ini ion and
measu emen o pe o mance (Sadiq-Sohail and Alashban, 2009). The e a e di e en
app oaches o assessmen o he pe o mance o a i m in li e a u e: inancial, sales olume,
p o i abili y, ma ke sha e, s a egic, sa is ac ion wi h he pe o mance and e en numbe o
loyal consume s (Vi ilai e e al., 2011). Sa is ac ion wi h he company´s pe o mance is also
complica ed o be measu ed and depends on a company´s goal and objec i es se . Di e en
companies may see he same esul as success o ailu e a he same ime, he e o e
gene aliza ions canno be done by scien is s based on his a iable (Vi ilai e e al., 2011).
A he same ime, Moo e e al. (2010) s a e ha he mos e icien mean o accessing he
e iciency o al e na i e ma ke ing s a egy and measu ing pe o mance esul s in inancial
e ms is he analysis o he alue c ea ed by he company du ing a ce ain de ined pe iod o
ime.
2.4. Cul u al amewo ks
As i was discussed be o e, he concep o cul u e is e y wide and complex and is s udied
wi hin di e en sciences, he e o e he e a e many di e en poin s o iew om which his
concep is seen and analysed. We will see some o he ele an models and amewo ks.
2.4.1. Icebe g analogy
In he icebe g analogy, Hollensen (2008) ies o explain ha no all o he componen s o
cul u e a e isible and can be seen, hea d o ouched. A chi ec u e, beha iou s, language,
eligion, educa ion, aes he ics, music and ood a e examples o he isible ace o cul u e.
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The e a e also elemen s ha a e in isible bu equally impo an o unde s anding he
cus ome s´ undamen al needs, like alues, no ms, belie s, social mo als, e c. (Ghemawa ,
2007). Ghemawa (2007) sees he isible indica o s as objec i e ones. Figu e 1 p esen s he
isible and less isible indica o s o cul u e.
The icebe g analogy shows ha in o de o sa is y undamen al needs o cus ome s,
in e na ional ma ke e s need o s udy ca e ully bo h isible and in isible elemen s o hei
local cul u e (Hollensen, 2008). A he same ime i shows how di icul and complex he
cul u e concep is and how di icul i is o ma ke e s o make conclusions abou i s
mani es a ions.
Figu e 1. Icebe g analogy – Visible and less isible indica o s o cul u e
Sou ce: Hollensen (2008)
2.4.2. Cul u al dimensions
Among o he s udies on cul u al di e ences, some amous amewo ks we e de eloped o
help cha ac e izing and desc ibing cul u es h ough di e en dimensions ha a e basic
concep s helping us unde s and he deg ee o which cul u es di e om each o he .
(Hollensen,2008). Gee Ho s ede, Edwa d T. Hall, Fons T ompenaa s among o he s
dedica ed hemsel es o esea ch o cul u al di e ences (Ho s ede and Regou , 1996). The
models p oposed by hese esea che s and he dimensions included in each one a e desc ibed
in Table 4.
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Cul u al dimensions models
Au ho
Dimensions p oposed
Gee Ho s ede
Powe Dis ance
Indi idualism
Unce ain y a oidance
Masculini y
Long Te m O ien a ion
Edwa d T. Hall
P oxemics
Polych omic/monoch omic
High/low con ex
Fons T ompenaa s
Uni e salism s. pa icula ism
Indi idualism s. collec i ism
Neu al s. emo ional
Speci ic s. di use
Achie emen s. asc ip ion
Sequen ial s. synch onic
In e nal s. ex e nal con ol
Uni e salism s. pa icula ism
Indi idualism s. collec i ism
Neu al s. emo ional
Table 4. Ho s ede, Hall and Fons T ompenaa s’ cul u al dimensions models
Sou ce: Ho s ede and Regou (1996).
The weakness o hese models is ha hey don’ conside he exis ence o he di e ences and
subg oups wi hin he coun ies. Also Halls dimensions a e mo e applicable in communica ion
and Ho s ede´s dimensions a e mo e adjus ed o analyse and unde s and he manage ial
cul u e inside mul ina ional company applying i mos ly on human esou ces managemen
(Ho s ede and Regou , 1996). A he same ime, no all he coun ies a e ye ca ego ized in
acco dance wi h hese dimensions by au ho s and specialis s. Tha ’s why i was decided no o
use hese dimensions in his s udy.
2.4.3. Socio-cul u al ac o s
F om ano he poin o iew, he socio-cul u al cha ac e is ics o a ge consume s a e
ecognized by many o he au ho s as well as highly impo an ac o s, a ec ing in e na ional
ma ke ing s a egy, because hey in luence decision bo h on a pe sonal le el and he le el o
socie y (Usunie e al.; 2009). The au ho s con i m ha i ’s i al o know he socio-cul u al
18
a iables o a ge consume s which g ow up unde condi ions and in he con ex o he local
en i onmen al ha in luence di ec ly and indi ec ly he consump ion beha iou . The mo e
di e ences be ween coun ies exis , he mo e p oduc s should di e om he basic o iginal.
Di e en au ho s dis inguish di e en a iables as impo an . Some y o g oup hem in o
ca ego ies. The mos ci ed a iables a e: language, eligion, educa ion, needs, alues
(indi idualism, ma e ialism o example), habi s, p e e ences, mo al belie s and aes he ics,
(Waheeduzzaman and Dube, 2004; Czinko a and Ronkainen, 2005; Doole e al. 2006; B ei e
al. 2011; Ba bu and Meghişan, 2013). O he au ho s add a iables as ace, opog aphy,
occupa ions, disposable income, axa ion and na ionalism (Paliwoda, 1999; Usunie e al.,
2009; S elau e al., 2010). B ei e al. (2011) sepa a e 4 main g oups o elemen s o cul u e:
language (w i en and spoken, non e bal communica ion); ins i u ions (educa ion, a i udes,
social o ganiza ion); ma e ial cul u e (p oximi y, echnology, aes he ics, ma e ial possessions)
and symbolic cul u e ( eligion, cus oms and adi ions). Clima e is also a ac o di ec ly
a ec ing consume s’ beha iou .
Fo he company, which o e s ashion p oduc s, which accep ance depends on consume
as es, p e e ences, habi s, incomes, social li e s yle among o he socio-cul u al dimensions,
hese ca ego ies a e o special in e es .
2.5. Ma ke ing mix
In acco dance wi h Doole e al., 2006, in e na ional ma ke ing is de ined as a p ocess o
managemen esponsibili y in iden i ying, an icipa ing and sa is ying cus ome equi emen s
ac oss na ional bounda ies. Though, companies need o ake his esponsibili y on decisions in
one o mo e a iables o ma ke ing mix.
As li e a u e e iew shows, all o ma ke ing mix elemen s, p oposed by McCa hy in 1975
(p oduc , p ice, p omo ion, dis ibu ion) by di e en deg ee could be a ec ed by he
s anda diza ion/adap a ion s a egy. The majo i y o s udies a e done on p oduc and
p omo ion. Few s udies concen a e only in one ma ke ing mix elemen ; he majo i y uses
mo e han one elemen in hei esea ch, and some o hem in es iga e all he elemen s
oge he (Lages e al,. 2008; Nasi and Al inbasak, 2009; Powe s and Loyka, 2010). A he
same ime p oduc , acco dingly o he con inuum o s anda diza ion and adap a ion p oposed
by Doole an Lowe (2001), is he easies elemen o s anda dize o all he ma ke ing mix
(Lages e al.; 2008).

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2.5.1. P oduc
P oduc is de ined as goods and se ices o e ed by company o he cus ome s (Gwin, 2001).
Each p oduc is a bundle o a ibu es, including angible and in angible goods (Doole e al.,
2006). P oduc includes physical objec s, se ices, pe sons, places, o ganiza ions, ideas o
mix o hese en i ies. The clien can be a ac ed no only by he physical angible p oduc by
i sel , bu also by some o i s in angible aspec s as: quali y, as e, smell, ex u e, op ions,
physical design, physical ea u es, labelling, se ice a ibu es, wa an y o e ed, packaging o
b and name (Doole e al., 2006; Pasquaolo o and Ugalde, 2010; B ei e al., 2011). Colou ,
size, shape, s yle, coun y o o igin (Manu and S i am, 1996), image, ma e ials, du abili y and
pe o mance (V on is and V on i 2004), usage pa e n (Boz epe, 2007; S elau e al., 2010),
and weigh (Pasquaolo o and Ugalde, 2010) a e o he a ibu es o p oduc s. These au ho s
sugges ha he p oduc is he hea o ma ke ing mix, hough i has o be a ac i e o
appealing o he cus ome s. Bu U ban and Hause (1993), a he same ime, de end ha
posi ioning is c i ical o a new p oduc . No only mus a new p oduc deli e he cus ome
needs, bu i mus do so be e han compe i ion (Gwin, 2001).
I ’s needed o de ine which p oduc a ibu e should be s anda dized and which adap ed,
because as we saw be o e, some o hem could ha e di e en symbolic meaning in di e en
socie ies. “Acco ding o Boz epe (2007), he p oduc is always con ex ualized and he e is no
gua an ee ha he in ension o designe will be ecognized, much less espec ed, by use s
om ano he pa o he wo ld.
Fo example p oduc quali y is de ined as a se o ea u es and cha ac e is ics o a good o a
se ice ha de e mines i s abili y o sa is y needs (Johnson and Winchell, 1988). Bu he
de ini ion is no clea and a p oduc ha in one coun y is conside ed o be o high quali y can
be conside ed low quali y in ano he coun y ha can e en be simila in e ms o pu chasing
powe and socio-economic cha ac e is ics (Ca eo a and G aham, 1999).
In acco dance wi h obse a ions o Boz epe (2007), no mally adap a ion on p oduc design o
local needs is no an icipa e in ad ance, bu occu s a e he mani es a ion o a ce ain
p oblem, which a ec s sales (Boz epe, 2007).
A he same ime, he p oblem Boz epe (2007) has iden i ied is ha he e a e ew me hods
helping o deal wi h complex issues like designing o o eign ma ke s ha need collabo a ion
o an h opologis s and social scien is s, who “could de elop an unde s anding o c edible
20
explana ion o human beha iou ” because i ’s no easy o ela e complex and “b oad
in o ma ion abou cul u e o speci ic p oduc aspec ” (Boz epe, 2007, p. 2).
2.5.2. Boz epe´s amewo k (use - ela ed adap a ion)
Acco ding o Boz epe (2007), li le a en ion is paid o use - ela ed adap a ion equi emen s,
hus, Boz epe (2007) s udy how p oduc can c ea e a alue o use s in he new loca ion.
The de ini ion o “ alue” is no an easy ask, because his concep can be aken bo h in e ms
o economic gains o /and mo al s anda ds. Boz epe (2007) e e s o alue as “p ac ical o
symbolic esul c ea ed h ough use -p oduc in e ac ion” (p. 515). I ou comes om he
expe iences o use s wi h he p oduc and om hei subjec i e in e p e a ions o wha
cons i u es “ alue”. Use s in explaining alue, e e o he adequacy o p oduc p ope ies o
he needs aised in hei local social con ex .
The iden i ied elemen s o local con ex ha in luence use alue a e: local beha iou s (daily
ou ines, speci ic ways o doing hings, e c.); meanings (symbols, i uals, belie s, e c.) and
sys ems (physical en i onmen , echnical sys ems in e acing p oduc ). Ca ego ies o “ alues”
we e iden i ied as well: u ili y alue (enabling he accomplishmen o a physical o cogni i e
ask); social signi icance alue (helping o build epu a ion in gi en socie y); emo ional alue
(a ec i e bene i s om he in e ac ion, such as pleasu e and un) and spi i ual alue (spi i ual
bene i s such as good luck, sac edness). The ade-o be ween di e en alue ca ego ies can
exis (Boz epe, 2007).
Acco ding o Figu e 2, he ypes o adap a ion a e classi ied as:
1. Con enience adap a ion: adap a ion o he ea u es ha help inc ease capabili y o he local
con ex (su ounding objec s and sys ems) and a oid unpleasan ness. No mally “con enien ”
is some hing p ac ical, sa ing ime and/o e o . In each coun y pe cep ion o wha is
con enien may di e .
2. Pe o mance adap a ion: i is no mally done o imp o e he pe o mance and e iciency in
he local con ex . Typical elemen s conside ed a e geog aphical ac o and in a-s uc u e.
3. Economy adap a ion: i is done wi h he pu pose o imp o ing economic alue o p oduc ,
bo h a he poin o pu chase and in use (changing ma e ials, o example).
4. Social signi icance and iden i y adap a ion: i is necessa y o c ea e social ou come om he
in e ac ion wi h he p oduc . The s udy should be done on he subjec o wha symbols o
21
imp ession and ace-sa ing e ec i can c ea e. As Boz epe (2007) e e ed, people use goods
as ma ke s o hei ela i e posi ion in social nexus and can c ea e symbols, used o ob ain
social p es ige, achie e dis inc ion om o he s o o belong o a speci ic social g oup. This
can lead o he modi ica ion in any o aspec s o p oduc .
5. Pleasu e adap a ion: p o iding pleasan expe ience wi h p oduc , linked wi h he local
pe cep ion o aes he ics.
Figu e 2. The in e ela ionship be ween use alue ca ego ies, cul u al ac o s and p oduc
p ope ies
Sou ce: Boz epe (2007)
Th ough analysing he ype o a ge clien (whe he he p oduc c ea es alue o his clien ,
wha a e he local elemen s ha play a decisi e ole in each alue ca ego y) i m can
unde s and he dimensions o he p oduc ha need o be adap ed in o de o sa is y speci ic
needs o cus ome . C ea ing alue, he clien could ob ain alue om he in e ac ion wi h he
p oduc (Boz epe, 2007).
22
Table 5 summa izes he main s udies abou adap a ion e sus s anda diza ion s a egies in
se e al coun ies and indus ies. We can see ha almos mo e han a hal o he s udies make
adap a ions in he 4 ma ke ing mix elemen s. When making adap a ions in only one elemen
o ma ke ing mix, i is on he p oduc .
Table 5. Type o adap a ion s a egies in se e al s udies.
Sou ce: Own elabo a ion.
Type o
adap a ion
Indus y Coun y Goal o S udy Me hod Au ho s
Empi ical es . Mail
su eys, ques ionnai e
CFA – con i ma o y-
ac o analysis
P oduc
(packaging)
Fu ni u e sec o B azil
P oduc adap a ion in
in e nacionaliza ion p ocess
Mul iple case s udy,
in e iews, documen s
analysis
Pasqualo o and
Ugalde (2010)
P oduc le el
(design, b and,
quali y)
Thailand
E ec o p oduc adap a ion
(design, b and, quali y) and
ma ke o ien a ion on expo
pe o mance
Su ey on manage s,
ques ionnai e
Tan ong e al.
(2010)
Saudi A abia
Analysis o p oduc -ma ke
s a egy and expo pe o m
Empi ical esea ch,
su ey, mul iple
eg ession
Sadiq Sohail and
Alashban (2009)
Technology
appliances
Ne he lands
Roles o p oduc appea ance
in consume choice
Quali a i e esea ch,
in e iew
C eusen and
Schoo mans (2005)
Ki chen
appliances
USA/ u key
P oduc de elopmen o
global ma ke s use - alue-
based app oach
Based on e hnog aphic
s udies
Boz epe (2007)
Finland
Deg ee o
s anda diza ion/adap a ion
Su ey on manage s,
s a is ical me hod – T-
es and ANOVA es
Dow and La imo
(2006)
UK
Coun y o o igin e ec on
adap a ion/s anda diza ion
Deduc i e, induc i e,
ques ionnai e su ey,
s a is ical SPSS es .
V on is and
Th assou (2007)
Slo akia
Amoun and ype o changes
equi ed due o he
geog aphical and cul u al
dis ance
Su eys, in e iews Ho ská e al. (2007)
B azil
Global ma ke ing s a egies
dilemma in eme ging
economies.
Quali a i e esea ch –
case s udy
Rocha and Sil a
(2011)
Clo hing
manu ac u e
---- Deg ee o adap a ion Empi ica obse a ion
V on is and V on i
(2004)
---- -----
In luence o ex e nal/in e nal
en i onmen s on
s and/adap a ion
Li e a u e e iew
Nasi and Al inbasak
(2009)
Consume non-
du able p oduc
USA Su ey on manage s
Powe s and Loyka
(2010)
Design d i en
companies
---- Li e a u e e iew
Lishchenko e al.
(2011)
P oduc
4 ma ke ing mix
elemen s
Di e en ypes
Di e en ypes
Food sec o
Adap a ion
Calan one e al.
/2004)
Sou he n Ko ea
/USA
Mo i a ion o i ms o adap
he p oduc due o
ex e nal/in e nal condi ions
P oduc (physical
a ibu es and
packaging)
Manu ac u ing
29
b) Semi-s uc u ed ace- o- ace in e iews
To s udy he adap a ion p ocess o Pa ois, wo ypes o in e iews we e made: o he gene al
manage o he company and o he ma ke s manage s, a e he ques ionnai e has been
analysed.
The in e iew wi h he gene al manage o he company was conduc ed o unde s and he
mo i a ions o he company, he ac o s ha in luenced and conduc ed o he choice o he
selec ed in e na ional ma ke ing s a egy. I was held in May 2013 in Pa ois headqua e s.
This in e iew was semi-s uc u ed wi h ques ions based on he ex e nal and in e nal ac o
and i s impac s and expec ed esul s on adap a ion and s anda diza ion (Tables 2 and 3) and
on he cul u al dimensions (Table 4).
A e he analysis o he ques ionnai es, he in e iews wi h ma ke manage s we e held
du ing he mon h o July. In e iews las ed abou 30-40 minu es.
The ma ke s manage s wi hou any adap a ion made we e le ou o he second s ep o da a
collec ion. A he same ime, some o he cul u al dimensions ha we e ag eed among ma ke
manage s as di icul o unde s and and use, we e le ou as well. Some o o he ac o s we e
adap ed o be mo e ele an o ou s udy.
Wi h wo ma ke manage s om Middle Eas and wo ma ke manage s om Eas e n Eu ope,
he in e iews we e done on he basis o he ques ions om he ques ionnai e, asking hem
sepa a ely o explain in e ela ion be ween cul u al ac o s and modi ica ions made.
c) Da abase collec ed in o ma ion
In o ma ion om in e nal da abase o Pa ois was ex ac ed ega ding he success a e o he
adap ed collec ion and he sales olumes pe s o e o each egion. Success a e means he
pe cen age o p oduc sold be o e any sales p omo ion done and is calcula ed by o mula
sales/(sales+shipmen s).
In o de o ha e mo e objec i e in o ma ion, he pe iod o analysis was chosen lea ing apa
sales pe iods, which could dis o he pic u e. The pe iods analysed we e,
1. o Middle Eas
 SS13: 01.02.2013-01.07.2013(when changes we e in oduced)
 SS12: 01.02.2012-01.07.2012 (be o e changes had been in oduced)

30
2. o Eas e n Eu ope:
 FW12 01.08.2012-15.12.2012 (when changes we e in oduced)
 FW11 01.08.2011-15.12.2011(be o e changes had been in oduced).
The e we e selec ed only compa able s o es (only he s o es ha we e open on bo h pe iods
and any changes on hem we e made) – om 52 open s o es in Middle Eas we analysed only
16 and om 46 s o es open in Eas e n Eu ope we analysed only 24.
31
4. P oduc adap a ion a Pa ois: da a analysis and esul s
In his chap e , he esul s o he da a ga he ing a e p esen ed and discussed. Sec ion 4.1.
desc ibes how Pa ois conduc ed i s in e na ional ma ke ing s a egy. Then, in Sec ion 4.2., i s
depic ed he planning and p oduc ion p ocess o Pa ois, ollowed by an analysis o he
Middle Eas and Eas e n Eu ope ma ke adap a ion s a egies (Sec ion 4.3.). The Boz epe’s
amewo k is hen used o ypi y he s udied ma ke s alue-based s a egy (Sec ion 4.4.). The
Chap e ends wi h an analysis o he possible impac o adap a ion in he company’s
pe o mance (Sec ion 4.5).
4.1. Fac o s a ec ing Pa ois’ in e na ional ma ke ing s a egy
The in e iew wi h he gene al manage o he company allow o conclude abou he ac o s
ha a ec ed (and a e a ec ing) he in e na ional ma ke ing s a egy o Pa ois.
Pa ois is a design-d i en company, om he i s day o i s exis ence, designe was hi ed.
Design is conside ed one o he key compe i i e ad an ages o he company. Pa ois ac ua e
in as - ashion indus y, which means ha i has o eac apidly, adap ing he collec ion o he
changing ashion ends. In addi ion, as ashion accesso ies a e consume goods, Pa ois is a
consume -o ien ed company. I s uggle o gain loyal y o cus ome s, o e ing he igh
p oduc a he igh ime and place in o de o main ain hei sa is ac ion wi h pe cei ed and
ecei ed alue om in e ac ion wi h p oduc . Pa ois sees i as impo an o show espec
owa ds local cul u e, adi ions and needs in o de o c ea e s ong image and achie e
leade ship in ha ma ke . A he same ime, as Pa ois is expe ienced in in e na ional
ac i i ies company (s a ed i s expo ing ac i i ies in 1998), i is awa e o di e ences exis ing
among he consume s in di e en geog aphic zones, in luenced by hei di e en local
con ex s. Bu in he beginning o i s in e na ionaliza ion p ocess hese di e ences we e
igno ed.
As occu o many o he companies analysed in he li e a u e e iew (Table 5), Pa ois in he
beginning o in e na ionaliza ion p ocess, s a ed selling hei goods in geog aphically and
psychically close ma ke s. These ( ela i ely) simila ma ke s we e chosen, due o he
con e gence o as es and p e e ences and did no eques any adap a ion. Pa ois s a ed i s
in e na ional ou e as e hnocen ically o egiocen ically o ien a ed company, selling he
same p oduc e e ywhe e.
32
When i s a ed o c oss he bo de s o Eu opean Union (whe e legal equi emen s we e
di e en om domes ic ones), he p ocess o adap a ion s a ed. I can be conside ed ha he
i s adap a ions Pa ois has done used o ha e manda o y cha ac e due o he speci ic
legisla i e equi emen s and we e done mos ly on labelling, packaging, dis ibu ion channels
and on some communica ion (ca alogues). Any olun a y adap a ion on p oduc was
conside ed. Bu , a ha ime he expe ience o he i m was educed, as well as esou ces
( inancial, human – lack o expe ienced manage s). All he decisions whe e cen alized
(in e na ional anchisees didn’ exis ) and in e na ional scope was educed and all his ac o s
we e no a ou ing adap a ion s a egy.
F om o he poin o iew, aking in o accoun :
- he na u e o he p oduc ( ashion accesso ies, which a e consume goods and ha e o
sa is y he expec a ions o consume s), being consume o ien ed;
- he ela i ely sho li ecycle o he p oduc , which can be unexpec edly di e en in he
coun y ha a e in di e se s age o socio-economic de elopmen ;
- he condi ions o as g owing compe i ion in he a ea o ashion accesso ies;
- he company dependence om expo ac i i ies, and he p essu e o sa is y he
equi emen s o a ge ma ke s (and being ma ke o ien ed);
- he long- e m de elopmen and in e na ional g ow h p og am wi h he aim o gaining
bigge ma ke sha e, eaching mo e segmen s o cus ome s and leade ship o e
compe i o s
he company unde s ood ha mo e ad anced le el o adap a ion should s a o be
implemen ed.
Bu he main conce ns o he company we e ela ed o he inc ease o he cos s o
manu ac u ing, dis ibu ion and s ock managemen and he loosing o b and consis ency. I
was decided, hough, ha p oduc s anda diza ion s a egy will be p ac iced gene ally, bu
s a ing o make some p oduc adjus men s. I would be done no o sepa a e coun ies, bu
o he g oup o coun ies wi h simila en i onmen al condi ions ha , along wi h he p esence
o b and, clea ly demons a ed speci ic needs unsa is ied o insu icien ly sa is ied by he
p oduc placed in ha ma ke s (do he segmen a ion by egion). Low le el o sa is ac ion was
disco e ed due o he low pe o mance o some anges o p oduc and equi emen /complains
33
ega ding lack o noncon o mi y o p oduc exp essed by local pa ne s. A he same ime,
doing his g adual adap a ion o he g oup o coun ies which b ing signi ican pe cen age o
e enues and ep esen g ea in e es in e ms o po en ial o ma ke , he adap a ion o he
p oduc o he g oup would no be as cos ly as only o one coun y due o bigge scale.
As company s ongly belie es, in o de o dec ease he isk o losing sales and oppo uni ies,
he pa icipa ion o immig an manage s in he adap a ion p ocess is i al. These manage s
used o ha e cul u al connec ion wi h coun y o o igin o deep expe ience wi hin he
coun y/ egion o in e es oge he wi h in e na ional expe ience and, he e o e, ha e a
speci ic sensibili y o en i onmen al issues and needs o ha ma ke .
The e is a need o say ha some mino adap a ion exis ed be o e he decision on adap a ion as
a s a egy, bu hese adap a ions we e done unconscien iously. Fo he majo i y o ma ke s,
hey we e no egis e ed, hus hei success e iciency couldn’ be measu ed.
The majo adap a ion s a ed in conside able scale simul aneously o all he coun ies o each
o he chosen egion (Middle Eas , Eas e Eu ope).
Though, Pa ois ha e e ol ed om e hnocen ic o ien a ion in o geocen ic, aiming “Think
global, ac local”. Company´s goal is o communica e o i s clien s a consis en co po a e and
b and image ac oss coun ies. The aim is o communica e he same message, ecognizable all
o e he wo ld (no only by he mean o communica ion, bu also by clea me chandising,
cus ome se ice and endy p oduc ). I is ecognized he need o unde s and who is ou clien
in each a ge ma ke , in wha condi ions and si ua ions he uses he p oduc and wha p oduc
cha ac e is ics a e mo e impo an o sa is y ha cus ome needs in o de o choose igh
p oduc posi ioning in ha (g oup o ) ma ke (s).
4.2. The planning and p oduc ion p ocess o Pa ois
As Pa ois is a ashion accesso ies b and, he seasonali y exis s – he p oduc is planned,
designed and p oduced o wo seasons/collec ions (Fall-Win e e Sp ing-Summe ). All he
Pa ois p oduc s a e o ganized by anges and sub- anges. All he analy ics a e held in
acco dance wi h his di ision. The anges a e: ex iles (ha s, sca es, ponchos), umb ellas,
bel s, wa ches, hai a icles, oo wea , handbags and jewelle y ( ings, ea ings, necklaces,
b acele s, o he s).Ou analysis is made on he “ ange” le el. The in o ma ion ega ding
changes needed is collec ed du ing he season and implemen ed in he nex ela i e season
34
(e.g. in o ma ion collec ed du ing he Fall-Win e o 2012 – FW12 is aken in o accoun o
FW13 collec ion).
4.3. Middle Eas and Eas e n Eu ope ma ke adap a ion s a egies
The Middle Eas and Eas e n Eu ope ma ke s’ adap a ion s a egies we e sc u inized based on
he ques ionnai e answe s ha was cons i u ed by 14 ques ions. The in e nal and ex e nal
ac o s and he cul u al dimensions we e he base o he ques ionnai e building (depic ed in
Table 6).
Mos o he ques ionnai es we e inished on he ou h ques ion wi h nega i e answe . The
posi i e answe s abou he speci ic modi ica ions made we e collec ed only om 2 manage s
o Middle Eas coun ies (Bah ain, Jo dan, Saudi A abia, Kuwai , Qa a , Oman) and 2
manage s o Eas e n Eu opean coun ies (Russia, Romania, Uk aine, Kazakhs an).
The changes in oduced we e done o he g oup o coun ies (Middle Eas and Eas e n
Eu ope) hough o each g oup simul aneously. I ’s also impo an o no e, ha he changes
we e made in he coun ies whe e manage s had s onge cul u al links (Middle Eas
manage s a e Mo occans and one o hem used o wo k in Jo dan; Eas e n Eu ope manage s
a e Romanian and Russian/Uk ainian). The changes we e in oduced simul aneously o
Middle Eas in SS13 (Sp ing-Summe 2013) and o Eas e n Eu ope FW12 (Fall-Win e
2012). We will compa e hough o Middle Eas he pe iods SS13 01.02.2013-
01.07.2013(when changes we e in oduced) wi h SS12 01.02.2012-01.07.2012 (be o e
changes a e in oduced) and o Eas e n Eu ope FW12 01.08.2012-15.12.2012 (when changes
we e in oduced) wi h FW11 01.08.2011-15.12.2011(be o e changes a e in oduced). The
pe iods o s udy we e chosen wi h ca e, in o de o no include sales pe iods ha migh
in luence numbe s signi ican ly.
The in e iews, done o he manage s ha e ealed an adap a ion o he p oduc o he ma ke
he manage, we e done on he basis o he ques ions om he ques ionnai e, egis e ing
modi ica ions made o he p oduc s and easons o ha .
4.3.1. Middle Eas ma ke analysis
The analysis is made by egis e ing he numbe o modi ica ions (adap a ions) made in he
p oduc s, in which dimension o he p oduc is made and which social cul u al ac o is in he
o igin o adap a ion.

35
Table 7 depic s he quan i ies o changes made in each p oduc cha ac e is ic in acco dance
wi h each socio-cul u al ac o .
Adap ed
cha ac e is ic
Socio-cul u al ac o s
Religion
T adi ions/
ideology
Tas es/
p e e enc
es
Clima e
Socio-
economical
Physiology
To al
p oduc
cha ac e is ic
Weigh
o each
p oduc
cha ac e is ic
Composi ion/
Ma e ial
6
-
4
3
4
1
18
19%
Colou
8
6
6
2
4
-
26
28%
Size
8
4
3
1
4
4
24
26%
Func ionali y/sh
ape
3
3
3
1
2
4
16
17%
Design/
ashion
-
-
5
-
4
-
9
10%
To al
sociocul u al
ac o
25
13
21
7
18
9
93
Weigh
o each
sociocul u al
ac o
27%
14%
23%
8%
19%
10%
Table 7. Numbe o changes made in each dimension s. socio-cul u al ac o
O de ing he esul s by impo ance o each ac o s and p oduc cha ac e is ics, we can analyse
he ela i e weigh o e e y dimension. Table 8 shows i .
Numbe o
adap a ions
Weigh
Colou
26
28%
Size
24
26%
Composi ion/ma e ial
18
19%
Func ionali y/shape
16
17%
Design/image
9
10%
Religion
25
27%
Tas es/p e e ences
21
23%
Socio-economical
18
19%
T adi ions/ideology
13
14%
Physiology
9
10%
Clima e
7
8%
Table 8. Dimension and ac o s o de ing (Middle Eas )
36
The da a in Table 7 and Table 8 show ha , o he Middle Eas , he mos adap ed physical
p oduc cha ac e is ic is colou and size wi h he weigh o 28% and 26% on all adap a ions,
he less adap ed cha ac e is ic is design/image (wi h 10%).
The socio-cul u al ac o mos in luencing changes on p oduc is eligion (27%) and
as es/p e e ences ha come mos ly om he adi ional/backg ound o socie y (23%) Bu he
ac o adi ions/ideology by i sel was no seen as e y in luencing, being esponsible only
o 14% o changes. Due o he lack o e hnog aphical backg ound, ma ke -manage s a e no
able o disco e and explain he ela ionship among adi ions/his o y, ideology and as es/
p e e ences, ha domina e in he egion. The less in luen ial ac o s a e clima e and
physiology wi h 8% and 10% o weigh espec i ely.
The main adap a ions we e made in o m o line ex ensions, whe e colou s, ma e ials, shapes
and/o elemen s we e added o emo ed. Also speci ic Ramadan collec ion (including all he
anges) was c ea ed o Middle Eas espec ing all he equi emen s o he egion ( esul ing in
new p oduc c ea ion).
4.3.2. Eas e n Eu ope ma ke analysis
Adap ed
cha ac e is ic
Socio-cul u al ac o s
Religion
T adi ions/
ideology
Tas es/
p e e enc
es
Clima e
Socio-
economical
Physiology
To al
p oduc
cha ac e is ic
Weigh
o each
p oduc
cha ac e is ic
Composi ion/
Ma e ial
-
-
4
3
4
-
11
32%
Colou
-
2
5
-
-
-
7
21%
Size
-
-
3
-
1
1
5
15%
Func ionali y/sh
ape
1
-
2
2
2
1
8
24%
Design/
ashion
-
1
1
-
1
-
3
9%
To al
sociocul u al
ac o
1
3
15
5
8
2
34
Weigh
o each
sociocul u al
ac o
3%
9%
44%
15%
24%
6%
Table 9. Numbe o changes made in each dimension s. socio-cul u al ac o (Eas e n
Eu ope)
By he o de o impo ance o ac o s and p oduc cha ac e is ics (Eas e n Eu ope):
37
Numbe o
adap a ions
Weigh
Composi ion/ma e ial
11
32%
Func ionali y/shape
8
24%
Colou
7
21%
Size
5
15%
Design/image
3
9%
Tas es/p e e ences
15
44%
Socio-economical
8
24%
Clima e
5
15%
T adi ions/ideology
3
9%
Physiology
2
6%
Religion
1
3%
Table 10. Dimension and ac o s o de ing (Eas e n Eu ope)
As we can see om he able abo e, he esul s o Eas e n Eu ope di e om he A ab
egion, among socio-cul u al ac o s he less in luencing on p oduc adap a ion is eligion
( esponsible only o 3% o changes on p oduc ) and he mo e in luen ial a e as es and
p e e ences wi h 44% o weigh , ollowed by socio-economical ac o wi h 24% o weigh
and clima e wi h weigh o 15%. T adi ions/ideology and physiology oge he weigh only
15% on changes made.
Mo eo e , he mos modi ied p oduc cha ac e is ic is composi ion/ma e ials wi h a weigh o
32%. O he adap ed cha ac e is ics a e unc ionali y/shape (wi h 24%), colou (21% o
weigh ) and he less modi ied we e size and design (wi h 15% and 9%, espec i ely).
Simila ly wi h si ua ion in Middle Eas , he main adap a ions we e made in o m o line
ex ensions, whe e colou s, ma e ials, shapes and ea u es we e added o emo ed. Also
Win e speci ic collec ion ( ex iles, oo wea ) was c ea ed o Eas e n Eu ope espec ing all
he equi emen s o he egion (new p oduc c ea ion).
4.4. Middle Eas and Eas e n Eu ope s a egy in ligh o Boz epe’s amewo k
Looking om ano he pe spec i e, i will be in oduced he Boz epe´s amewo k (Boz epe,
2007) o analyse he esul s.
38
4.4.1. Middle Eas
In acco dance wi h he ypology o alue-based adap a ions, he pu pose o changes
in oduced in Middle Eas in o de o c ea e alue o cus ome s we e done as ollows.
a) Pe o mance adap a ion oge he wi h con enience adap a ion
I is mos ly ela ed wi h such socio-cul u al ac o s as clima e and physiology and socio-
economical ac o .
In o de o make he usage o p oduc mo e con enien and p ac ical in local condi ions and
con ex , Pa ois adap , o example:
- Due o he clima e, ex iles a e made mos ly o na u al ma e ials wi h ligh and i id
colou s because ho wea he do no allow using syn he ic black and da k colou s on
head due o he clima e. Na u al ma e ials in mos o he p oduc anges gene ally a e
seen as “heal hy” and p ac ical.
- Clien s in his egion need big sca es o co e he head due o he exigency o
eligion and adi ions (small sca will no co e he head). Consequen ly, simple,
neu al and unc ional hai a icles a e needed, because hai is co e ed.
- Socio-economical ins i u ions equi e, as well, same pe o mance adap a ion. Fo
example, he line o colou ed small sca es c ea ed especially o child en o use in
schools on di e en lessons (di e en colou pe lesson); and due o he big amilies,
ha a e common in he egion, handbags should be adap ed: bigge , wi h mo e
di isions. Some o he common social p ac ices make some o he p oduc o pa o i
useless, o example, as hey don’ ely on banks sys em and women don’ use c edi
ca ds and discoun ca ds, hey don’ need ca dholde s and many di isions o ca ds in
he walle s. Ano he example is, as hey always lea e small chain, hey don’ need
chain-holde s.
- Physiological p ope ies o majo i y o local women ( ha a e a and hea y) demands
adap a ion o sizes (bigge sizes o bel s, b acele s, oo wea ). The same eason
impedes hem om using c osso e handbags. The oo wea should be ligh , low-
heeled.
45
5. Conclusion
The globaliza ion c ea es bo h oppo uni ies and di icul ies o in e na ional companies. Fo
achie ing economies o scale, he be e op ion is he p oduc s anda diza ion policy, bu wi h
he weakness o , possibly, no sa is ying he cus ome s in a cul u al di e en coun y. E e y
company needs o unde s and whe he socio-cul u al ac o s, which a e no so ob ious and
easy o analyse, a e impo an and equi e changes on in e na ional ma ke ing s a egy,
ega ding he physical p oduc i sells in dis inc o eign ma ke s.
The main goal o his s udy was o unde s and wha kind o adap a ions can be equi ed on
p oduc , wha socio-cul u al a iables can a ec he decision o adap a ion, wha is he weigh
o each a iable in he decision o adap a ion and how does he adap a ion impac on p oduc
and i m pe o mance. Using he case o Pa ois, we show which physical p oduc
cha ac e is ics and a ibu es su e ed changes and which socio-cul u al ac o s a e esponsible
o hese changes as well as hei weigh on he adap a ions done.
We analyse, as well, he mo i a ion o he company in i s choice o in e na ional ma ke ing
s a egy. Pa ois ac wi hin Adap a ion-S anda diza ion con inuum, whe e s anda diza ion
s a egy is adop ed in o de o p o ide cus ome wi h consis en p oduc image and quali y,
impeccable se ices and, he e o e, consis en b and image and adap a ions a e done in o de
o sa is y clien , gain cus ome s loyal y, gaining bigge ma ke sha e by o e ing p oduc ha
sa is ies speci ic needs o chosen segmen s o cus ome s. Ce ain dynamics, in he p ocess o
adap a ion, exis . Fi s o all, he company acqui ed mo e knowledge and commi men in he
ma ke s in esea ch (Middle Eas and Eas e n Eu ope) and only hen he e iewed i s
in e na ional ma ke ing s a egy om comple e s anda diza ion o pa ial adap a ion As we
could see, he bigge di e ence be ween he home coun y (Po ugal) and coun y o
des ina ion is ha mo e adap a ions a e equi ed and done.
Fo he Middle Eas egion, he socio-cul u al ac o mos in luencing changes on p oduc was
eligion, ollowed by as es/p e e ences. The ac o adi ions/ideology by i sel was no seen
as e y in luencing. The less in luen ial ac o s a e clima e and physiology wi h 8% and 10%
o weigh espec i ely.
The esul s o Eas e n Eu ope di e om he A ab egion, among socio-cul u al ac o s, he
less in luencing on p oduc adap a ion is eligion and he mo e in luen ial a e as es and
p e e ences wi h 44% o weigh , ollowed by socio-economical ac o and clima e. The mos

46
modi ied p oduc cha ac e is ic is composi ion/ma e ials, ollowed by unc ionali y/shape and
colou . The less modi ied cha ac e is ics we e size and design.
In bo h egions he main adap a ions we e made in o m o line ex ensions, whe e colou s,
ma e ials, shapes and ea u es we e added o emo ed.
As o he implica ions o adap a ions done on he p oduc ´s and company´s pe o mance,
aking in o accoun ha hese adap a ions we e ended ecen ly and only one pe iod o ime o
each g oup o coun ies could be analysed, any clea conclusions on he pe o mance could
no be done wi hou u he s udy o his subjec on he consecu i e pe iods. Bu i we igno e
all o he ac o s, gene ally speaking, he success a e o he adap ed p oduc in bo h s udied
egions has inc eased.
The u he a en ion and esea ch on his subjec would help he company o make all he
necessa y s eps owa ds e ision o ac ual in e na ional ma ke ing s a egy.
The main limi a ions o his s udy we e ha i ocuses only on he p oduc , as pa o
ma ke ing mix; i has a limi ed sample o one company, one indus y and as i was he single
case s udy, any gene aliza ion canno be done. Mo eo e , e minology and concep s used a e
e y abs ac , in ol e pe sonal unde s anding and subjec i e opinion abou hem, which is
di icul o be measu ed.
As o he u u e possible esea ches in his di ec ion, he heme could be expanded o o he
indus ies, o he ma ke ing mix elemen s and/o o he geog aphic zones. The implica ion on
he pe o mance could be s udied mo e deeply, aking in o accoun o he in luen ial ac o s.
47
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Appendix
Ques ionnai e:
1. Wha ma ke do you manage?
2. Do you ha e any p e ious p o essional o pe sonal link wi h he coun y you manage?
3. How long do you manage his ma ke (since when)?
4. Ha e any changes in physical p oduc been in oduced speci ically o he ma ke you
manage? (I he answe is nega i e, don’ con inue answe ing he ques ionnai e and hank you
o you ime!)
5. In wha ma ke hese changes we e in oduced?
6. Wha did he adap a ion consis in?
o Modi ica ion in physical a ibu es o he p oduc
o C ea ing o new p oduc
o Line ex ension
7. Wha was he ange o p oduc ha su e ed modi ica ions?
o Tex iles
o Umb ellas
o Bel s
o Wa ches
o Hai a icles
o Foo wea
o Handbags
o Jewel y
Wha speci ic p oduc om his ange was modi ied?
8. Wha physical a ibu es in his p oduc we e changed
o Quali y
o Tas e
o Smell
o Tex u e
o Op ions
o Physical design
o Physical ea u es
o Labeling
o Se ice a ibu es
o Wa an y o e ed
o Packaging
o B and name
o Colou
o Size
o Shape
o S yle
o Coun y o o igin
o Image
o Ma e ials
o Du abili y
o Pe o mance usage pa e n
o Weigh
53
9. Wha was he cul u al and social ac o om he lis ha equi ed ha modi ica ion?
o Language
o Religion
o Needs
o Habi s
o P e e ences
o Mo al belie s
o Race
o Topog aphy
o Occupa ions
o Disposable income
o Taxa ion
o Na ionalism
o Ins i u ions (educa ion, a i udes, social o ganiza ion)
o Ma e ial cul u e (p oximi y, echnology, aes he ics, ma e ial possessions)
o Symbolic cul u e ( eligion, cus oms and adi ions, clima e)
10. Explain how each o he dimensions speci ied in he poin 9 eques ed hose changes?
11. We e hese modi ica ions issued by you?
12. I no , by whom?
13. We e hese changes in oduced simul aneously o g adually?
14. Wha was he mo i a ion o in oduc ion o adap a ion?