Branding Horizons Unleashed: A Cross-Cultural Odyssey in FMCG Strategy Prioritization
(A2024-119395)

AUTHORS

Karan Patel, University of Barcelona; Ram Dhurkari, IIM Sirmaur; Jaime Gil - Lafuente, University of Barcelona; Francisco-Javier Arroyo-Cañada, University of Barcelona

ABSTRACT

Embark on a journey through the intricate realm of Fast-Moving Consumer Goods (FMCG) branding with this study, as it unravels the intricacies of formulating winning strategies amidst diverse cultural landscapes. Through an in-depth literature review, we meticulously dissect the multifaceted factors that shape brand strategy formulation. This culminated in the identification of four pivotal evaluation criteria and thirteen corresponding sub-criteria, meticulously validated by expert opinions. A bespoke survey methodically gathered insights from 41 seasoned brand managers operating within the FMCG sector, and the sophisticated Analytic Hierarchy Process (AHP) was deftly employed to extract meaningful conclusions. Our revelations unveiled that within cultures marked by high uncertainty avoidance and individualism, the linchpins of success include astute target market selection, streamlined direct distribution channels, strategic differentiation, and impactful sales promotions. Conversely, cultures characterized by low uncertainty avoidance and a collective ethos spotlight the importance of innovative communication, nuanced indirect distribution channels, and the perceived quality of products. This research stands not only as an academic milestone but also as a practical guide, providing invaluable recommendations for crafting nuanced and effective brand positioning strategies across countries steeped in diverse cultural norms and values. Notably, this study makes a unique contribution, as, to the best of the author’s knowledge, no prior empirical studies have systematically identified these brand strategy formulation parameters, rendering this research a trailblazing and original exploration.