“Successful international firms frequently introduce standardized products covering most market needs, thereby replacing many specialized products"
Introduction The globalization and internationalization has increased the concerns of international business and international marketing. The firms have been involved in developing themselves into the Multinational Corporations (MNCs) rather than local and national firm. It has resulted in various MNCs across the world such as Coca Cola, McDonalds, Pepsi Co., KFC, Wall Mart, Zara, Unilever, Nestle etc. Marketing strategy is defined as the development of the decisions for the resource allocation, relationship of the company with the investors and the timings for the actions. With the growth in the internationalization, the management of the companies is now more concerned ...
