There are cases in which the corporate image varies depending on the country in which it settles. This may be a structural differentiation about the company, or it can affect the marketed product. A significant example is the Unilever launches on the international markets to the same product but with different trademarks from country to…
When company leads into a foreign market, it must take into account many variables depending on the different characteristics of a company belonging to another country. As regard the second strategy, nowadays preferred by companies in their international marketing actions, the so-called localization has demonstrated corporations flexibility and their desire to differentiates themselves from country…
The internationalization process of the companies was started primarily by American multinationals that, having saturated markets in the U.S. were forced to turn into new markets. Gradually, this process has allowed the advent of other companies worldwide no longer necessarily on the stage of the global market. Initially the main strategy implemented by the new…
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