As the companies have learned differently in operating in foreign markets their experience must show some degree of flexibility to adapt to local needs and realities. This therefore depicts that adaptation is essential to be successful in foreign markets and create value for the organisation. The company will therefore strategically be restricted to the market entry strategy to coordinate its international marketing effort.
As these brands are country-of origin is also expected that this will be critical and restrict the formulation of market entry strategy conditioning the prospects of internationalisation and international marketing effort. As they offer different types of ownership their strategic control will differ. In addition the comparison of the two businesses can also enable other to develop competition strategies which can be transferred to other realities. In addition the practical insight of the company as depicted by the research can provide managers with knowledge of international marketing implications.
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