This dissertation studies the relationship of product adaptation and buyer behavior. By standardizing products, it was possible for organizations to produce in large scale and make them accessible for many different markets. Nevertheless, these different markets also have particularities which cannot be ignored and therefore, product adaptation is necessary to some extent; even for standardized products. Organizations should then optimize their product adaptation police in order to reach an assertive marketing strategy. In this regard, this study develops a model which predicts product adaptation from the understanding of buyer behavior. The understanding of buyer behavior, from the seller organization perspective, can provide organizations with a wide range of information to predict product adaptation.  It was concluded, by using the case of Volvo, that organizations can optimize their marketing strategy by predicting product adaptation from observing and understanding their buyer´s behavior looking at the following variables: environmental influences focusing as well on the industry and segment, organizational factors, motivational factors and the nature of decision-making. Besides these variables, the data coming from after-sale processes and trend reports also help to predict product adaptation.

<p>This dissertation focuses on the challenges that arise when the SMEs enter into an international market (Internationalization) and adopting international product strategy to survive in foreign market. To be able to gain better understanding of the subject, research questions concerning the challenges faced during internationalization by SMEs from product adaptation and standardization perspective. Challenges in internationalization have been categorized into internal and external challenges. Internal challenges deals with firm specific while external challenges arise from country and industry specific factors. At the same time international product strategy counting product adaptation and standardization has been discussed. The empirical data includes case study of one Swedish company manufacturing assistive listening devices (hearing equipment for hearing impaired people) situated in Halmstad, Sweden. </p><p>Findings shows that the main challenges in internationalization are socio cultural differences and inadequate knowledge about the foreign market while laws and regulations regarding frequency standards issues are most challenging in international product strategy.</p>

This dissertation focuses on the challenges that arise when the SMEs enter into an international market (Internationalization) and adopting international product strategy to survive in foreign market. To be able to gain better understanding of the subject, research questions concerning the challenges faced during internationalization by SMEs from product adaptation and standardization perspective. Challenges in internationalization have been categorized into internal and external challenges. Internal challenges deals with firm specific while external challenges arise from country and industry specific factors. At the same time international product strategy counting product adaptation and standardization has been discussed. The empirical data includes case study of one Swedish company manufacturing assistive listening devices (hearing equipment for hearing impaired people) situated in Halmstad, Sweden. Findings shows that the main challenges in internationalization are socio cultural differences and inadequate knowledge about the foreign market while laws and regulations regarding frequency standards issues are most challenging in international product strategy.

Background and Aim: Markets are getting increasingly complex, competitive and changing. A firm’s ability to respond to environmental challenges is a significant factor for its survival and success. To establish itself in the market, a company needs to adjust the product in a way that meets the expectations and required quality of the target market in other words, make relevant product adaptations. Many aspects of product adaptation have been discussed in the literature ranging from small changes in the product such as specification or design to modifying a company’s market strategy depending on which stage the product is in its life cycle. Technology innovation can enable a firm keep the market share and retain customers especially in a mature and technology driven industry where the market is saturated and consumers diffuse to competitors who easily copy the product. However, the role of technology innovation to adapt a product in the growth stage to mature markets is missing from the present literature. This present thesis will investigate the role of technology innovation in product adaptation and the factors to consider thereof the Swedish high tech company Saab will be used as the case study. Methodology: Research method for the present thesis includes the qualitative approach with the case study design. For the purposes of this thesis the Swedish high-tech company Saab will be studied to explore the practices of adapting product (field hospital) to different markets. Completion and results: Result of the study showed that there are similarities and differences between what literature provides and Saab does to adapt a product in markets. Analyzing the theory and practice recommendations for Saab were concluded. Suggestions drown for Saab can be useful for other high technology companies as well.