Spillover effects

In the context of international marketing or business this refers to situations in which the marketing program in one country results in awareness of the product in other countries. This can happen, for example, if the product is advertised through media viewed crossnationally, such as cable television that reaches more than one country or the Internet that can be accessed from any place in the world. In such cased a diversification strategy has advantages because additional consumers may be reached with little additional incremental costs.