Globalization has a significant impact on product strategy and the decision to standardize or adapt products to global markets. There are several things that impact this decision. First is the laws and regulations in the target market. For example, peoples taste preferences vary from market to market and some countries enact product content regulations. Cultural differences also play another important factor. Companies typically adapt their products to suit the preferences of the local buyers which are typically rooted deep within their culture such as Haagen Dazs did when t created its green tea flavored ice cream for Japan. Brand and product names are another issue affected by globalization. While brand names do not typically offend people in international markets, product names can be highly offensive or may mislead customers and translate poorly in the local language. The National image of the country is another considerations while products being made in some countries may make it seem of superior quality and craftsmanship other countries this is not that case and can lessen the value of the consumer places on the product. Counterfeit goods are also having a major impact on the marketability of products. Many times the counterfeit product is made of lesser quality and are damaging the customer's image of the products. Lastly the pace at which technology is evolving is making it harder and harder for companies to recover R & D costs in product sales before something new and improved is brought out onto the market.
International advertising differs a great deal from advertising in domestic markets affects a company's promotional strategy. While cultural similarities can mean ads only need slight modification, cultural differences may mean entirely new ads may need to be created. There are two main promotional strategies push and pull strategies. Push strategies mean that companies push department and grocery stores to carry their products.