Answer: Product adaptation is one of the key changes that companies need to consider when moving into other countries. First, managers must decide on which products and services to introduce in which countries. When selecting a country, they must take into consideration the type of government, market-entry requirements, tariffs and other trade barriers, cultural and language differences, consumer preferences, foreign-exchange rates, and differing business customs. Then, they must decide whether to standardize the product, selling it everywhere, or to customize the product to accommodate the lifestyles and habits of local target markets. A company might change only the product's name or packaging, or it can modify the product's components, size, and functions.