Question

Even though Bosch’s refrigerator is a huge success in Germany, the market research department of Bosch suggests that some product features, such as size and the cooling system, needs to be changed when Bosch introduces the product to East Asia. The market research department also suggests that the advertising should response to local culture and customer’s preferences. Bosch’s market research department is advocating ______________.

	product invention
	straight extension
	dual adaption
	forward adaption
	product standardization

Answer 1

Answer: Dual adaptation

Rationale: the process of adapting the product with changes and the communications like advertising towards local preference is called dual adaptation.

Product invention only addresses the change in product and not advertising. Therefore, this is not what Bosch advocates.

Similarly, straight extension is not making changes to the product before entering the market in a foreign country.

Forward adaptation and product standardization are not changing both communications but it maintain a uniformity in the way the products are produced.