The U.S. trade deficit brings to question the effectiveness
of international marketing strategies of American firms.
Multinational corporations must develop better internation
al products and improve their performance in their interna
tional marketing efforts. They must know when to globalize
or localize their marketing practices. This article incorpo
rates learning, involvement, diffusion/adoption and culture
context as dimensions of a global product and marketing
strategy development decision model. The model developed
is "be global, act local." The interrelationship of consumer
behavior models in the context of a multinational product
development decision is emphasized. This article raises re
search issues which need to be addressed for future success
in multinational and/or multicultural markets.
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