Managing Complex Categories; Beware the Complexity of Standardisation!
The issue is particularly important for complex and international category situations. Regulatory or social differences between countries can for example kill the chances of standardising on products or services. We look at these issues in the paper, and suggest that care must be taken to understand thoroughly the internal requirements for particular goods or services, and the external factors such as local or national preferences or regulatory issues, before a category approach is implemented.
Download the paper for more discussion and ideas!