Benefits of Globalization Marketing Strategy of International Companies in FMCG Sector on the Example of Henkel, Unilever and SC Johnson on the Russian Market

The Master Thesis is devoted to the issue of glocalization marketing strategy benefits for international company in FMCG sector. Existing theories of international marketing with an emphasis on glocalization marketing strategy are analyzed. A model of glocalization marketing strategy benefits for international FMCG company is built and tested on the example of Henkel, Unilever, and SC Johnson companies on the Russian market. Finally, a correlative relationship between factors of glocalization marketing strategy and particular indicators of international FMCG companies’ performance is formulated. The goal of the study – to identify the benefits of glocalization marketing strategy for international FMCG companies – was achieved by deployment of various research methods: survey of international companies’ executives, case study gathering hard data from secondary open sources and cross-tabulation analysis. The research advances existing theoretical knowledge be means of compilation of glocalization marketing strategy benefits in the context of all four marketing mix elements. In practical terms, the research study will be of primary significance to corporate and marketing strategy managers, financial managers and supply chain department executives.