Striking the balance between standardization and localization: a comparative study of cross-cultural market entry strategies by multinational consumer brands in emerging Asian economies
Year: 2025
Type: article
Abstract: The success of multinational consumer brands in emerging Asia depends on the precise balance between standardization and localization in their marketing strategies. By analyzing the strategies of multinational companies in key emerging markets such as China, India, and Vietnam, this study explores the interplay between the two strategies. Based on an in-depth analysis of case studies, company annual reports, and market data, the research reveals the key factors influencing the choice of product and marketing strategies. The study found that while standardization strategies can improve profitability, localization is key to responding to regional cultural, economic, and political environments. The study highlights the importance of a hybrid strategycombining the strengths of both strategies to maximize brand effectiveness and user engagement in emerging markets.
Author: Jiaxuan Li
Institution: Monash University
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409036204