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Innovative Marketing Strategy: Multinational Companies in 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
2017 (English)In: ICBM 2017: International Conference on Business and Management, Dhaka: BRAC University , 2017, p. 659-659Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

This research deals with Marketing of products. We analyzed how adaptation/standardization and network development are achieved when marketing products in Bangladesh as an emerging market. We conducted case studies for data collection in British American Tobacco, Perfetti Van Melle, Tetrapak, and Reckitt Benckiser. Qualitative data have been collected as semi-structured interviews, direct observation and documents. It is argued that renowned global brands with global reputation are seen positively by the customers and the consumers. The study demonstrates that relationships related to the local market are to be adapted to customers´ preferences to develop emotional attachments and networks. The study suggest that a balanced combination of product quality and development of new diversity of products adapted to the needs of the market and the customers establishes trust and networks giving the possibility of success for product providers and the acceptance of products by the local customers. The research contributes to international marketing literature by developing a model of products’ marketing based on trust, network and adaptation/standardization.

Place, publisher, year, edition, pages
Dhaka: BRAC University , 2017. p. 659-659
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-29556ISBN: 978-984-34-2360-3 (electronic)OAI: oai:DiVA.org:hig-29556DiVA, id: diva2:1315394
Conference
Global Contemporary Practices in Business & Management – 1st International Conference on Business and Management (ICBM 2017), BRAC Business School, BRAC University, Dhaka, Bangladesh, 21-22 September 2017
Available from: 2019-05-13 Created: 2019-05-13 Last updated: 2019-06-26Bibliographically approved

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Fregidou-Malama, MariaChowdhury, EhsanulHyder, Akmal S

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf