Internal Communication as a Factor in the Strategy for Global Brands Promotion

To introduce the product to the local market global companies have to assess the benefits of standardization and adaptation strategies. Today researchers speak about the necessity of both approaches combining. As a result, marketers’ problem is to determine an effective standardization-adaptation balance of the global brand's strategy on the local market, as well as to find opportunities to achieve it. In our research we distinguish internal communication as a factor that can affect this balance. Our goal is to identify the impact that internal communication’s variables have on the standardization-adaptation strategies level of global brands on the Russian market. Our research method is an expert survey. To bring primary data into system and to detect relationships between variables we use methods of results statistical processing. In our study, these methods are: Student's t-test if the independent variable has two categories, and one-way ANOVA when it has three categories. We have confirmed the hypothesis: the variables of internal communications affect the ratio of standardization and adaptation approaches in global brands' marketing strategy. It was found that the more internal communications are developed, the higher level of adaptation in local office’s marketing strategy is. We found that global companies in Russia seek to adaptation. Also, we conclude that through internal communications companies can influence the level of adaptation in local strategy. So, we have made recommendations for holding communications between headquarters and local offices that facilitate local strategy's adaptation.