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首页> 外文期刊>Baltic Journal of Management >Product adaptation in processes of internationalization: Case of the Slovak food-processing companies
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Product adaptation in processes of internationalization: Case of the Slovak food-processing companies

机译：国际化过程中的产品适应性：以斯洛伐克食品加工公司为例

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Purpose – One of the key decisions in becoming international is the standardization versus adaptation of the products for foreign markets. Previous research has mostly seen these alternatives as polarized opposites, even if it seems that the practitioners must nearly always adopt a certain level of adaptation that is nevertheless clearly less than full adaptation. The aim of the paper is to connect the amount and types of changes required to the cultural distance. Design/methodology/approach – A survey was offered to 33 companies producing 107 Slovak food products being exported successfully; the amount of changes required for different markets were calculated and classified for each product. Supporting interviews to 15 companies were conducted. Findings – The results suggest that markets culturally more distant require a greater number of changes than the culturally more similar target countries. The increase is clear especially in amount of packaging size and style changes for the foreign market. Conversely, the markets culturally closer to the home market required relatively more frequent changes in the brand name. Research limitations/implications – The method chosen restricts the possibilities of statistical analysis to basic distribution data. The results are at this stage not conclusive; suggestions for further research are discussed at the end of the paper. Practical implications – The paper presents benchmarking possibilities for producers of similar products. Originality/value – The model states that the changes in products are due to two separate types of distance; logistics/handling-induced changes for geographical distance, information- status- and buying habit-induced changes for cultural distance. The paper discusses the actions of companies from observed practice rather than from theory; includes an original sample of 107 products.
机译：目的–走向国际的关键决定之一是针对国外市场对产品进行标准化还是调整。先前的研究大多将这些替代方案视为对立的对立面，即使从业人员似乎几乎总是必须采用一定程度的适应性，但明显低于完全适应性。本文的目的是将所需变化的数量和类型与文化距离联系起来。设计/方法/方法–对33家生产107种斯洛伐克食品的公司进行了调查，这些产品已成功出口；计算每种产品不同市场所需的变化量并进行分类。对15家公司进行了支持性采访。研究结果–结果表明，与文化背景相似的目标国家/地区相比，文化相距较远的市场需要进行更多的更改。增长明显，尤其是在国外市场的包装尺寸和样式变化方面。相反，在文化上更接近本国市场的市场需要相对频繁地更改品牌名称。研究的局限性/意义–所选择的方法将统计分析的可能性限制在基本分布数据上。在此阶段的结果尚不确定。本文结尾讨论了进一步研究的建议。实际意义–本文为类似产品的生产商提供了基准测试的可能性。原创性/价值-该模型指出，产品的变化是由于两种不同的距离引起的；物流/搬运引起的地理距离变化，信息状态和购买习惯引起的文化距离变化。本文从观察到的实践而不是理论来讨论公司的行为。包括107种产品的原始样品。

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