International brands wanting to break into India’s potentially lucrative fashion market need to fully understand the complexities of the market, from the prevalence of “ethnic wear” and the nuances of local style to trends in how west and east are ...
Chinese consumers are becoming increasingly accustomed to the concept of brand purpose, aligning themselves with their counterparts in the West, but it’s essential brands recognise that consumers in China also expect brand purpose to be localised.
A combination of high rents and excess inventory as they downsize stores in India’s metros is leading major retailers to take a renewed interest in the nation’s lower tier cities where consumers are becoming increasingly brand aware.
Mountain Dew, the carbonated beverage owned by PepsiCo, used tailored marketing efforts and a high-profile event in Colorado as it sought to drive engagement and sales in an important geographical region for the brand.
Global brands seeking to drive e-commerce sales in overseas markets should redouble their efforts to reflect such things as local languages, cultures and religious sensitives, according to a paper in the Journal of Advertising Research (JAR).
Grab, South East Asia’s leading ride-hailing and services app, has focused on a hyper-local strategy to drive expansion across multiple markets and category verticals, according to a senior executive at the company.
This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.
This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.
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