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Product adaptation

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