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- Fregidou-Malama, Maria, 1944-, et al.
(författare)
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Innovative Marketing Strategy : Multinational Companies in Bangladesh
- 2017
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Ingår i: ICBM 2017. - Dhaka : BRAC University. - 9789843423603 ; , s. 659-659
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Konferensbidrag (refereegranskat)abstract
- This research deals with Marketing of products. We analyzed how adaptation/standardization and network development are achieved when marketing products in Bangladesh as an emerging market. We conducted case studies for data collection in British American Tobacco, Perfetti Van Melle, Tetrapak, and Reckitt Benckiser. Qualitative data have been collected as semi-structured interviews, direct observation and documents. It is argued that renowned global brands with global reputation are seen positively by the customers and the consumers. The study demonstrates that relationships related to the local market are to be adapted to customers´ preferences to develop emotional attachments and networks. The study suggest that a balanced combination of product quality and development of new diversity of products adapted to the needs of the market and the customers establishes trust and networks giving the possibility of success for product providers and the acceptance of products by the local customers. The research contributes to international marketing literature by developing a model of products’ marketing based on trust, network and adaptation/standardization.
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