Companies adapt their products to suit local buyers' product references, which are rooted culture. Not all companies need to modify their product to the culture, instead, they may need to identify a different culture need that it satisfies.
Companies that adapt their product to local buyers':
Haagen-Dazs: An international ice cream company that has the ability to identify the taste preference of consumers in the target market.
Companies that don't need to modify their product:
Altoids: A British product that has been used over 200 years to settle an upset stomach. However, its a different use in the United States as a breath mints.
The value customers obtain from a product is heavily influenced by the image of the country in which it is designated, manufactured, or assembled.