Occasionally, I think that the achievement of the developed countries is based on standardization. Civilization cannot be built without it. Standardization helps mass manufacture and compatibility with other products. This is how industries are born and develop.

I remember when my family bought a toaster in the 80s. We had seen the toaster in Hollywood movies, and it was a luxury to have a toaster these years in Turkey. The first usage was a disappointment for all of us. We had cut our loaf bread in slices, and the slices had been stuck in it. All of them burned. We were waiting to see jumping toasted slices like movies, but the reality was a failure.

The problem was not about the toaster. It was about our bread type and bakery culture. The most popular bread type in Turkey is like that.

As you can realize easily, it is not pre-sliced. This kind of bread prepares in bakeries around the city or town. The production capacity is limited and doesn’t have slicing and packaging steps. So, when you buy bread from bakeries, you have to slice it later at home. It means that there is no standard for bread slice size. You have to achieve to cut the bread for compatible sizes.

Recovering bread from the toaster with the help of a fork was deadly dangerous. After trying a while to cut standardized bread slices, we preferred not to use the toaster anymore.

Most industrialized countries buy bread from grocery stores, not bakeries. This bread type manufactures in high quantity, pre-sliced, and packaged. The slice size is optimal for toasters. Because of this cultural and distributional difference, there is an opportunity to sell toasters in developed markets.

Before starting to sell a product in a country, you must check its compatibility. Compatibility can be cultural or related to other products. As you have seen in this example, compatibility is one of the key value propositions of a brand. A marketing manager's role is to understand consumers' insights, cultural changes, and the necessities of dependent products.