Adapting Global Brands for Local Markets – Expert Insights from Dr. Ajay Manrai
In this episode, we explore the intricate world of global marketing, and the strategies multinational companies employ to align their global brands with local consumer perceptions. As companies expand across borders, they face the dual challenge of maintaining a consistent brand identity while also adapting to the unique cultural, social, and economic contexts of each new market. Adapting to diverse consumer perceptions is not just a marketing strategy but a necessity for survival and growth in today’s global marketplace. By understanding local cultures, modifying marketing strategies, and leveraging technology, multinational companies can build strong, resonant connections with consumers around the world, driving both brand loyalty and business success. Dr. Ajay Manrai is a Professor Emeritus of Marketing at the University of Delaware’s Alfred Lerner College of Business and Economics. He has served as the Editor-in-Chief of the Journal of Global Marketing (Taylor and Francis) since 2016. Dr. Manrai was the President of the International Management Development Association (IMDA) from 2010 to 2012 and held a Fulbright-Nehru Senior Research Scholar position in India in 2011, affiliated with IIMA, ISB Hyderabad, and Anand Group of Companies. Dr. Manrai joined the University of Delaware in 1991 after serving as a marketing faculty member at the Wharton School, University of Pennsylvania. He has published more than 140 research articles in top journals like Marketing Science, Journal of Marketing Research, International Business Review, and Journal of Global Marketing. His research focuses on consumer perceptions, marketing strategies of multinational companies, and cross-cultural marketing. Dr. Manrai’s teaching interests include marketing management, marketing research, and international marketing. Dr. Manrai has received numerous awards for his research and teaching, including the prestigious University Teaching Award at the University of Delaware and the Best Professor Award in the MBA and EMBA Programs. He has traveled to more than 150 countries across all seven continents. He holds a Ph.D. in Marketing from Kellogg School of Management, Northwestern University, an MBA from IIM Ahmedabad and a B.Tech. in Mechanical Engineering from IIT Delhi. In this episode, Dr. Ajay Manrai will share valuable insights from his research on “Global Marketing, Local Minds: How Multinational Companies Adapt to Diverse Consumer Perceptions.” This podcast is brought to you by Global Management Consultancy. For more information, please visit www.globalmanagementconsultancy.com. Disclaimer: A. The background music used in this video is the property of its respective developer and is protected by Copyright. Although it is a free version, Business Talk, Global Management Consultancy and Deepak Bhatt do not hold the rights to this music. B. Dr. Ajay Manrai has generously shared profound insights from his research topic, “Global Marketing, Local Minds: How Multinational Companies Adapt to Diverse Consumer Perceptions,” during his appearance on the Business Talk Podcast Channel. The uploaded video contains copyrighted material; therefore, any modifications to graphics, music, or the presence of the author or host are strictly prohibited.
