The objective of this qualitative research study using the Delphi technique was to identify the success factors that contribute to mass market penetration in consumer goods by multinational corporations (MNCs). The research used the perceptions of a panel of industry experts to examine their lived experience and identify the factors that contribute to emerging market success. This research represents a significant contribution to the development of business strategy as it is applied to emerging global markets. It reflects a major paradigm shift from applied strategies to a process of cultural assimilation and integration as reflected by the primary success factors. The primary success factors identified in this study are: (a) assembling and developing a strong organizational staff of experienced local managers; (b) that understand the local culture and marketplace and are able to translate that understanding; (c) into product features and options that meet the needs of the local marketplace. The top three success factors emerged as much more than simple elements of success; taken together, they represent a formula for successful market penetration and are foundational steps for business success.
|School:||University of Phoenix|
|School Location:||United States -- Arizona|
|Source:||DAI-A 69/08, Dissertation Abstracts International|
|Keywords:||Emerging markets, Global, Globalization, International, Markets, Multinational, Success factors|
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