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Сommon and Distinctive Features of Digital Transformation Strategies Applied by International FMCG Companies in their Foreign Operations on Developed and Emerging Markets: the case of Mondelez International

Student: Aleksandr Kozhukhov

Supervisor:

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2021

The thesis explores digital transformation and digital transformation strategies used by international FMCG companies. Moreover, we tried to identify common and distinctive features of digital transformation strategies used by international FMCG companies on developed and emerging markets. The object of the thesis is digital transformation in international companies in FMCG industry. The subject of the thesis is digital transformation strategies used by international companies on different markets. The hypotheses are the following: 1) Digital transformation strategies help to achieve strategic goals in the business: they reduce costs and increase revenues. 2) Digital transformation strategies used by international FMCG companies on developed markets differ from those on emerging markets because of different factors such as technology development, internet penetration etc. The research has been conducted with the help of case studies of four international FMCG companies: Mondelēz International, L’Oréal, Nestlé and Philip Morris International, and also two interviews: Interview of Finance Director at Mondelēz and Project Lead at PMI about digital transformation strategies.

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