Year of Graduation
Adaptation of Company Marketing Strategy when Entering a Global Market
This paper examines the marketing strategy adaptation problem for Unilever in Russia and in the Netherlands. Using existing academic literature on this topic, author of the work forms own system of factors which influence the formulation of the marketin strategy. The results of the analysis show that Unilever uses elements of adaptation as well as stantardization for its brand. The reseach also examines the factors that influence the company's international business.