• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
For visually-impairedUser profile (HSE staff only)SearchMenu

The Global-Local Dilemma in Shaping a Marketing Mix for Italian FMCG Companies in BRICS Markets: the Case of Barilla and Ferrero in China and Russia

Student: Alessandro Bellantoni

Supervisor: Olga A. Melitonyan

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Final Grade: 7

Year of Graduation: 2021

One of the most critical consequences of expanding large companies beyond national borders is having to interface and communicate with an extensive and heterogeneous group of consumers. During the 20th Century, the global economy has undergone significant changes: the internationalization processes have been simplified by removing trade barriers among countries. Everything leads to higher profitability and growth. To sum up, this concept takes the name of "globalization," which underlines the shift toward a more integrated and interdependent world economy (Hill, 2013). In a globalized world, companies that decide to operate on an international scale face a significant trade-off between different choices: standardizing or adapting their marketing mix. This dilemma has always been the subject of discussion among scholars; thus, this thesis aims to give managers a solution and a recommendation on what should be standardized or localized in their marketing mix. The industry considered is the FMCG one, with a focus on the Food & Beverages segment. The markets analyzed are the Russian and the Chinese ones. Two companies have been analyzed: Barilla and Ferrero.

Full text (added May 12, 2021)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses