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| Author: | Friedmann, R. |
| Title: | Psychological meaning of products : a simplification of the standardization vs. adaptation debate. |
| Journal: | Columbia Journal of World Business
1986 : SUMMER, VOL. 21:2, p. 97-104 |
| Index terms: | INTERNATIONAL MARKETING CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | The psychological meaning that consumers derive from ascribe onto products is shown to be useful in simplifying the debate as to whether or not one ought to standardize or adapt international marketing strategies. With theoretical support from various disciplines,the psychological meaning of products is argued to provide decision makers with a diagnostic tool from which strategic marketing choices can be derived. The role of meaning in consumer behavior, the nature of psychological meaning,a suggested procedure for measurement and the applications of this concept are discussed. |
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