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Cross-Cultural Communication Strategies' Adaptation of FMCG Companies Going to ASEAN Countries: the Case of Unilever's Cultural Adjustment in Singapore

Student: Maria Agapova

Supervisor: Fyodor Vasiliev

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2020

This master's thesis is aimed at studying the behavior of FMCG companies when creating marketing communication strategies for functioning in the international arena. The author's main interest was focused on studying and evaluating whether companies adapt their advertising models to the cultural characteristics of different countries. In particular, this paper examined the mechanism for adapting Unilever's marketing communications to the cultural needs and expectations of consumers from Singapore.

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