Best practices to maximise adaptation strategies to the local markets at a multinational company: the case of Kimberly Clark
Date
2024
Authors
Biz Lage, Wendy Melanie
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Friel, Daniel
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad de San Andrés. Escuela de Negocios
Abstract
This study explores how Kimberly Clark Argentina adapts global marketing strategies to local markets, emphasizing best practices within an emerging market context. Using qualitative methods, including interviews and case analysis, the research identifies key themes such as the balance between global standardization and local adaptation, the role of cultural insights, and the importance of knowledge sharing. Findings highlight the significance of regional leadership, glocalization, and resource optimization in navigating local and institutional complexities. The insights provide practical guidance for multinational enterprises aiming to align global strategies with diverse local consumer needs.
Description
Fil: Biz Lage, Wendy Melanie. Universidad de San Andrés. Escuela de Negocios; Argentina.