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In the earlier years of its existence, the company worried to reinforce its expertise in fine writing instruments manufacture, so that in 1920’s it was clear enough its product will be recognized as a high-quality/stylish/innovative/status symbol/ high-priced pen, thus demonstrating the company had a differentiated product that if well matched with a correspondent customer profile, it would translate in great benefits for both company and customer.
The business then began to expand its market presence so that by 1980’s Parker Pen Company had extended up to 154 countries, from where we can clearly see that the long road the company had walked during the twentieth century, had already given it experience in handling international operations and a multi-national market service...
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