DEVELOPING A DEFENSIVE PRODUCT MANAGEMENT PHILOSOPHY FOR THIRD WORLD MARKETS
Donald G. Howard
(University of Akron, Akron, Ohio)
Michael A. Mayo
(Kent State University, Kent, Ohio)
337
Abstract
The article suggests that product management techniques commonly employed for markets in developed countries are inappropriate for markets in less‐developed countries (LDCs). To market successfully in LDCs, a firm must re‐examine both its product offerings and its product management philosophy.
Keywords
Citation
Howard, D.G. and Mayo, M.A. (1988), "DEVELOPING A DEFENSIVE PRODUCT MANAGEMENT PHILOSOPHY FOR THIRD WORLD MARKETS", International Marketing Review, Vol. 5 No. 1, pp. 31-40. https://doi.org/10.1108/eb008345
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited