In creating an acceptable product offer for international markets it is necessary to
examine first what contributes to the 'total' product offer.We can also see from Figure 11.1 that it is much easier to standardize the core product
benefits (functional features, performance, etc.) than it is to standardize the support
services, which often have to be tailored to the business culture and sometimes to
individual customers, i.e. personalization (Vesanen, 2007).