Saudi Market Strategies for Transforming Local Brands into Global Brands

Date of Conferral

2018

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

Mary Weber

Abstract

Market-driven changes have led managers in Middle Eastern countries to globalize their local consumer brands to enhance and diversify their business opportunities. The purpose of this multiple case study was to explore strategies used to globalize local brands to global brands. The criteria for participation included 15 executive directors and division heads from 3 companies in the consumer goods industry in Saudi Arabia used to globalize their brands. Data collection included semistructured face-to-face interviews with executive leaders, because each person possessed specialized knowledge of successful brand globalization strategies in the consumer goods industry. The interviewees also provided pertinent internal documents that traced the decision-making processes of their companies. The conceptual framework for this study was the Uppsala internationalization model, modified by organizational learning theory. The data were coded key words, phrases, and concepts identified through analysis software and organized into themes. Themes were interpreted by applying a case-study discussion format and comparing findings to published peer-reviewed research. The analyses revealed 5 major themes: focus on long-range strategic objectives, be flexible to adapt to market and environmental changes, satisfy consumer needs while expanding brand acceptance, standardize marketing of product attributes, and maintain quality assurances. The findings from this study could lead to social change by providing business leaders with information they need to become positive global citizens contributing to society through the generation of revenues, employment, and products for the betterment and benefit of society.

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