CULTURAL ADAPTATION STRATEGIES OF GLOBAL BRANDS IN EMERGING MARKETS: IMPLICATIONS FOR INTERNATIONAL MARKETING

The expansion of global brands into emerging markets has become one of the defining trends of modern international business. As multinational companies increasingly enter developing economies, the effectiveness of their marketing strategies largely depends on their ability to respond to diverse cultural environments. While globalization has encouraged the adoption of standardized branding and marketing practices, cultural differences across markets often require significant adaptation in communication strategies.