Browsing by Author "Costa, Tiago Fernandes da"
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- How can a subsidiary pursue a glocal strategy contributing to the success of the MNC global strategy?Publication . Costa, Tiago Fernandes da; Leglise, LaureThe purpose of this thesis is to contribute to the literature around the concept of “glocalization” in order to support multinational companies (MNCs) pursuing corporate growth. We aim to fulfill the gap on its literature by providing new insights about key success factors to implement a glocal strategy. The research also considers the evolution of MNCs’ strategies during the last decades and how they have been shaped according to market constraints. Additionally, it will be used the case of Unilever Jerónimo Martins and its brand Olá, both represented in Portugal, as an example of glocalization. Unilever as a whole has been empowering practices of adapting products to the regional characteristics and preferences in order to preserve the uniqueness of each countrie. Therefore, this thesis aims to testify the potential of using this approach as a solution to adapt locally, achieving higher levels of organizational performance and a better fit between firm’s value proposition and customers’ needs. The findings show that glocalization is an effective strategy for MNCs to follow global aspirations, but always considering the local reality. The local strategy execution, market activation and production capacity are key factors that may be determinant for the success of the glocal strategy. Additionally, knowledge of the local subsidiary about consumers preferences and market dynamics empowers the success of glocalization