Product adaptation is the process of changing a product to meet the needs of customers in a market other than the one in which it is made. This can be an important part of a company’s strategy for selling in a foreign country.
A product might need to be adapted for a variety of reasons including:
- Complying with foreign laws and regulations—such as labelling requirements
- Making the product more appealing to a foreign customer base by changing its packaging, size, price or even the entire brand