Abstract:

Two sets of basic questions are typically faced by all manufacturing companies which want to sell their products abroad: 1a. to sell the same products that are sold on the domestic market also on the foreign markets without any particular adaptation, or 1b. to have different product policies for each country or area; 2a. to apply the same marketing communication and price strategies at home and abroad, or 2b. to adapt such strategies to the local (i.e. different) conditions.