UT_Logo_2400_Black_EN-300x57In order for Multinational companies (MNCs) to expand their businesses to emerging economies, an important research topic in international business is whether the products and marketing strategies of MNCs should be localized or standardized. In this research it is investigated whether the consumer behavior of the Vietnamese consumers is comparable to the European consumer behavior. Building on the emotional experiences the conclusion is multinationals need a:

being global and acting local strategy

Download the showcase below:

Comparing consumer behavior

Furthermore you can download the full scientific paper below:

Crossvergence of Marketing Practices between Vietnam and Europe



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