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International marketing strategy of emerging market firms: the case of Bangladesh
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.ORCID iD: 0000-0001-9080-2629
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.ORCID iD: 0000-0001-5257-7459
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.ORCID iD: 0000-0002-4383-6452
2023 (English)In: Journal of Asia Business Studies, ISSN 1558-7894, E-ISSN 1559-2243, no 4, p. 804-823Article in journal (Refereed) Published
Abstract [en]

Purpose

This study aims to increase understanding of factors influencing the international marketing (IM) strategy of products from emerging markets (EMs) to international markets.

Design/methodology/approach

This study conducted case studies by collecting qualitative data through semistructured interviews with respondents from four food product companies in Bangladesh.

Findings

This study finds that the firms employ local Bangladeshi people who are knowledgeable in the company culture. They strategically focus on countries where the Bangladeshi diaspora lives and initially target them, approaching natives later. They adapt and customize products to the importers’ requirements to make them visible and increase understanding between product providers and local customers. The findings show that EM firms encounter a mentality that poor countries produce poor quality products; this mindset makes the internationalization of their business difficult.

Research limitations/implications

This research contributes to international product marketing of EM firms by constructing a model of a modern people-oriented marketing strategy for food products. This study contributes to literature on culture by illustrating that the cultural dimensions of collectivism and uncertainty avoidance enhance the development of networks and trust and impact marketing strategy.

Originality/value

This study theorizes the importance of context and an innovation-driven modern people-oriented IM strategy that adapts to customers’ preferences for food products and emphasizes the contribution of diaspora. This research reveals that Bangladeshi firms face challenges both because customers link the country and the companies to low-quality products and because governmental regulations prevent them from establishing a local presence in other countries. This study analyzes challenges EM firms face in the process of IM and the factors affecting Bangladesh in particular.

Place, publisher, year, edition, pages
Emerald , 2023. no 4, p. 804-823
Keywords [en]
product marketing, Bangladesh, customization, diaspora, emerging markets
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-40289DOI: 10.1108/jabs-12-2021-0504ISI: 000869745800001Scopus ID: 2-s2.0-85140302260OAI: oai:DiVA.org:hig-40289DiVA, id: diva2:1704956
Available from: 2022-10-20 Created: 2022-10-20 Last updated: 2023-07-06Bibliographically approved

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Fregidou-Malama, MariaChowdhury, EhsanulHyder, Akmal S

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CiteExportLink to record
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Citation style
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Language
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