Question: You have gotten a new assignment to be on a launch team for an upscale pen made in Switzerland under the brand name of Pinnacle.

You have gotten a new assignment to be on a launch team for an upscale pen made in Switzerland under the brand name of Pinnacle. Its primary advantage is that it has an extremely long-lasting cartridge, one that is guaranteed to last for at least five years. The pen is available in a variety of forms, including roller ball and felt tip, and a variety of widths, from fine to wide stroke. Use the adaptability continuum to analyze the globalization or localization options for launching this pen first in Europe and then globally. What would your recommendation be on standardizing the advertising?

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