THE PRODUCT MANAGEMENT AND MARKETING AUTHORITY WINTER 2014 BREAK DON’T GET PRICE YOUR THROUGH LOST IN PRODUCT FOR BOUNDARIES TRANSLATION THE WORLD CHIEF’S LETTER THE PRODUCT MANAGEMENT echnology continues to enhance our real- AND MARKETING AUTHORITY T time communications across the globe. And as the world seemingly gets smaller, the opportunities get bigger. In the United States alone, FOUNDER/CEO exports rose to their highest level on record last Craig Stull November. And China also reported record trade PRESIDENT figures last year. Jim Foxworthy EDITORIAL DIRECTOR This issue of Pragmatic Marketer takes a look at Rebecca Kalogeris how to make the most of globalization since, as Adi EDITOR Kabazo puts it in his article, “While commercializing, Linda Zid marketing and supporting technology products in multiple regions can be a dream come true, it can DESIGNER also be an extremely daunting challenge.” Norman Wong SPECIAL PROJECTS From translation efforts to pricing to development, Sarah Mitchell this issue features insights for going global that we hope you’ll reach for time and again. The Pragmatic Marketer™ 8910 E. Raintree Drive, Scottsdale, AZ 85260 We strive to be a go-to resource for product management and marketing professionals. If there’s Interested in contributing an article? PragmaticMarketing.com/submit anything you’d like to see in an upcoming issue, No part of this publication may be reproduced, stored in any retrieval please reach out to
[email protected]. system, or transmitted, in any form or by any means, electronic, mechanical photocopying, recording or otherwise, without the prior written permission of the publisher.