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This chapter is excerpted from ‘Export Marketing Strategy: Tactics and Skills That Work'. Chapter 12. Upon completing this chapter you should be able to: (1) understand the primary arguments against adapting products for export markets; (2) identify the three main forces that lean to product adaptation; (3) recognize the types of adaptations that are made in exported products; (4) use three strategies for managing product adaptation; and (5) comprehend the arguments presented in current debates about product adaptation. This book describes the steps necessary to achieve success in export marketing. It is a step-by-step guide to the art and science of export marketing, from initial discovery to researching new markets, to the financial aspects, to managing ongoing operations. It is written for small to mid-size firms as a primer, and as a reference for larger firms already involved in exporting as a guide to higher levels of success. By reading this book, managers will master the art and science of successful exporting and learn a strategic approach to helping their firms succeed in export marketing.