Title : Local versus global brands: The internationalization process in Food and Beverage Industry

Authors : Muslima Zahan, Zulfa Zim

Abstract : Abstract Purpose of the research: Globalization has been playing a vital role in our lives today considering international products’ uses for our daily use and luxuries. The paper consists of a thorough analysis on how the Internationalization process is pushing the local brands to consider global boundaries. The purpose is to investigate the Internationalization process that has changed the dynamics of the Industry considering how the local brands are fighting for its position with the aggressive expansion approaches of the global brands. There are multiple reasons why consumers tend to choose global products over local ones and the most common reason to observe is its ‘Quality’ but issues such as the global brands’ efforts often outweigh even factors like ‘Patriostism’ in the market. Methodology: The paper has been constructed based on practical strategy analysis of 10 diversified brands to obtain first-hand information about consumer attitudes. The vital attributes such as Quality, Branding efforts, Brand Image in relation to Premium Pricing has been analysed based on a study of 50 published journal articles on how brands worldwide have been surviving the Industry life cycle. Findings: Statistical analysis has successfully helped to test variables- Quality and Premium pricing to consider factors leading to global brand choices over the local brands despite its sophisticated quality improvements by the local brands. The result is somewhat surprising where ‘Quality’ is not the main driver for consumers to choose local products over the global one, yet they tend to pay more for global brands. Conclusion: Patriotism, Quality, Brand Image and Premium Pricing are some key criteria that firms can use to change the customers preferences of the Industry inducing local consumption choices over global brands. Companies; local and global would now justify their products’ features to offer viable products in global business perspective.

Journal : Volume : Year : 2019 Issue :
Pages : 58-66 City : Dhaka Edition : Editors :
Publisher : CBER UK ISBN : Book : Chapter :
Proceeding Title : Conference proceedings of the Centre for Business & Economic Research (CBER) The Business and Management Review, Volume 10 Number 5 December 2019 Institution : Issuer : Number :