FACTORS AFFECTING CONVERGENCE AND DIVERGENCE IN INTERNATIOANL MARKETING STRATEGY – A CASE STUDY OF ADECCO VIETNAM JOINT STOCK COMPANY

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

FACTORS AFFECTING CONVERGENCE AND DIVERGENCE IN INTERNATIOANL MARKETING STRATEGY – A CASE STUDY OF ADECCO VIETNAM JOINT STOCK COMPANY

Popis výsledku v původním jazyce

In international marketing, the key question is whether marketing activity should converge or diverge. It is crucial for multinational companies (MNCs) and many Vietnamese businesses looking to grow into international markets to know whether they should utilize globalized or localized advertisements. The goal of this study reports the results on the views of the executives and managers from the researched MNC in Vietnam on the factors determining their international marketing strategies. Using in-depth interview approach, we interestingly found that the marketing strategies of Adecco Company are highly variable among countries and affected by several factors such as the business environments, economic situation, and cultures. We also found that the marketing strategies in the researched MNC are more likely to diverge. Our results provide Vietnamese businesses the valuable implications on effective marketing strategies, which help them successfully extend their operations internationally in the years to come.

Název v anglickém jazyce

FACTORS AFFECTING CONVERGENCE AND DIVERGENCE IN INTERNATIOANL MARKETING STRATEGY – A CASE STUDY OF ADECCO VIETNAM JOINT STOCK COMPANY

Popis výsledku anglicky

In international marketing, the key question is whether marketing activity should converge or diverge. It is crucial for multinational companies (MNCs) and many Vietnamese businesses looking to grow into international markets to know whether they should utilize globalized or localized advertisements. The goal of this study reports the results on the views of the executives and managers from the researched MNC in Vietnam on the factors determining their international marketing strategies. Using in-depth interview approach, we interestingly found that the marketing strategies of Adecco Company are highly variable among countries and affected by several factors such as the business environments, economic situation, and cultures. We also found that the marketing strategies in the researched MNC are more likely to diverge. Our results provide Vietnamese businesses the valuable implications on effective marketing strategies, which help them successfully extend their operations internationally in the years to come.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

International Doctoral Seminar 2022 Proceedings

ISBN

978-80-8096-292-0

ISSN

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e-ISSN

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Počet stran výsledku

8

Strana od-do

1-8

Název nakladatele

AlumniPress Materiálovotechnologická fakulta STU

Místo vydání

Trnava

Místo konání akce

Smolenice Castle

Datum konání akce

27. 4. 2022

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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