Striking the balance between standardization and localization: a comparative study of cross-cultural market entry strategies by multinational consumer brands in emerging Asian economies

Jiaxuan Li

doi:10.54254/2977-5701/2025.21905

Research Article

Open access

Published on 1 April 2025

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Li,J. (2025). Striking the balance between standardization and localization: a comparative study of cross-cultural market entry strategies by multinational consumer brands in emerging Asian economies. Journal of Applied Economics and Policy Studies,18(2),20-24.

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Striking the balance between standardization and localization: a comparative study of cross-cultural market entry strategies by multinational consumer brands in emerging Asian economies

Jiaxuan Li *^,1,

¹ Monash University, Melbourne, Australia

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2977-5701/2025.21905

Abstract

The success of multinational consumer brands in emerging Asia depends on the precise balance between standardization and localization in their marketing strategies. By analyzing the strategies of multinational companies in key emerging markets such as China, India, and Vietnam, this study explores the interplay between the two strategies. Based on an in-depth analysis of case studies, company annual reports, and market data, the research reveals the key factors influencing the choice of product and marketing strategies. The study found that while standardization strategies can improve profitability, localization is key to responding to regional cultural, economic, and political environments. The study highlights the importance of a hybrid strategy—combining the strengths of both strategies to maximize brand effectiveness and user engagement in emerging markets.

Keywords

standardization, localization, cross-cultural market entry, multinational consumer brands, emerging Asian economies

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References

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About volume

Journal：Journal of Applied Economics and Policy Studies

Volume number: Vol.18

ISSN：2977-5701(Print) / 2977-571X(Online)

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