Global products marketing strategy of two European MNCs in Vietnam
Abstract
Purpose
The purpose of this paper is to analyze how two multinational companies (MNCs) faced the challenge of market uncertainty and political instability in a newly emerging market, and how it affected the impact of their product marketing strategy (PMS) and product (brand) performance.
Design/methodology/approach
A comparative longitudinal paired case study of a market entry by two global MNCs. Twelve global brands (products) were studied, which were locally manufactured and launched by the two MNCs during their first ten years of operation in Vietnam.
Findings
The authors approached the investigation from a conventional point of view: standardization versus adaptation. The results showed that in addition to these two traditional processes, a third one was also operating, which the authors labeled semi-adaptation, or the midway PMS. Semi-adaptation refers to a product that has been introduced to Vietnam from a neighboring country.
Research limitations/implications
This research is based on two European MNCs active in the food and consumer-household goods industry in a newly emerging market: Vietnam.
Practical implications
This primary data indicate that the product standardization, semi-adaptation and adaptation process in practice is a technique applied to fit a product to a newly emerging market more by degree of change than by product category.
Originality/value
This paper supports a recent stream of research, which views Standardization or Adaptation as the two ends of the same continuum, where the degree of the firm’s PMS can range between them.
Keywords
Citation
Wafler, B.H. and Badir, Y.F. (2017), "Global products marketing strategy of two European MNCs in Vietnam", Journal of Product & Brand Management, Vol. 26 No. 6, pp. 573-588. https://doi.org/10.1108/JPBM-04-2016-1144
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited