Standardization and adaptation of international marketing activities in countries of high national identity – the case of McDonald's in Vietnam

Standaryzacja i adaptacja marketingu międzynarodowego w krajach o silnej tożsamości narodowej – przykład McDonald's w Wietnamie

The article aims to identify the consumers' perception of marketing standardization and adaptation activities deployed by multinational companies in a foreign market with a high national identity. This is analysed on the example of a fast-food chain of McDonald's in Vietnam. This paper evaluates these tactics in terms of satisfying consumer demands and the perceptions of Vietnamese consumers towards the marketing mix implementation of the company. The analysis is based on focus group interviews, observations, and online surveys conducted in Vietnam. The findings provide empirical evidence that international marketers should balance between standardization and adaptation in the marketing strategy. In countries of high national identity it is important to emphasize the company's global distinguishing features, but at the same time to show respect for local culture, including local food taste and consumer behaviour. The case of McDonald's provides recommendations for multinational companies to expand their operations and achieve their strategic goals in Vietnam.

 

Celem artykułu jest identyfikacja postrzegania przez konsumentów działań w zakresie standaryzacji i adaptacji marketingu, realizowanych przez międzynarodowe firmy na rynku o silnej tożsamości narodowej. Analiza została przeprowadzona na przykładzie sieci fast-food McDonald's w Wietnamie. Badania własne oceniają działania tego przedsiębiorstwa pod kątem zaspokojenia wymagań konsumentów w zakresie sposobu wdrożenia instrumentów marketingu mix. Analiza opiera się na zogniskowanych wywiadach grupowych, obserwacji uczestniczącej i ankietach internetowych przeprowadzonych w Wietnamie. Wyniki dostarczają empirycznych dowodów na to, że w działalności międzynarodowej marketerzy powinni zachować równowagę między standaryzacją a adaptacją w strategii marketingowej. W krajach o silnej tożsamości narodowej ważne jest podkreślanie globalnych wyróżników firmy, ale jednocześnie poszanowanie lokalnej kultury, w tym lokalnych smaków i zachowań konsumenckich. Przypadek McDonald's dostarcza rekomendacji dla międzynarodowych przedsiębiorstw chcących rozwinąć swoją działalność i osiągnąć pożądane cele strategiczne w Wietnamie.

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