Approaches towards standardization and adaptation, preferred by major multinational companies operating in the consumer goods industries of Bangladesh

Abstract

The article provides a discussion on the concepts and practices regarding standardization and adaptation of marketing strategies used by four leading multinational companies operating in the consumer goods industries of Bangladesh. The research investigates the arguments against and in favor of standardization of marketing strategies, postulated by internationally renowned academics through an extensive literature review. The conceptual framework developed through the literature review has been juxtaposed with the primary research conducted on the top management of the leading multinational companies of Bangladesh. The research outcome reveals that certain market imperatives insist the firms to adapt their strategies, while certain corporate obligations enforce them to standardize the same. Hence, the research finds out the integration of these two extreme approaches by the leading multinational companies operating in the consumer goods industries of Bangladesh.