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.

The market has been evolving from mass production towards mass customization, which has increased the complexity level for the companies. Unlike in mass production companies where the tasks are routine and standardized, the mass customization types of companies have a varied work demand which makes the work environment complex. These types of mass customization companies are known as High Mix Low Volume type of companies basically because of their characteristics of having a high mix in products and comparatively low volume production.  This thesis research was done with DEWTON INDUSTRIES, Kochi in India. Although product variety and complexity has been answered using technology development and modularization in the previous studies, there has been less focus given to reducing the complexity from the production process point of view. It is also evident that there is limited literature and research done regarding the standardization in High Mix Low Volume type companies both in the academia and in the industry. Hence, understanding the problems regarding standardization in a High Mix Low Volume company and how to handle them has been of a major importance at this point of time. The purpose of the research is to see how standardization can be increased in HMLV companies. The research approach used here was the case study to collect the necessary data to achieve the results. The data collection techniques used were interviews, observations and literature review, which gave the guidelines and suggested solutions to the identified problems related to standardization in High Mix Low Volume company in the production department.  The findings from the research suggest that standardization in HMLV production is very important for the companies in their current market demands. This is because standardization has a major effect on the quality of end products, production lead time, working standards of employees in the production department and design department. Various problems can occur, and only standardized procedures can solve these problems. It has been well exemplified in this thesis work, how these standardized procedures can increase the quality of the products, increase production speed, and also profit for the company. This research paper can be used as a guideline by other HMLV companies, while they plan to implement standardization in the production department. To the best of our knowledge this research was one of a kind in this particular field of study and also provides a base for in-depth research on each identified problem.