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Choudhary, Manish (2025) Adapting International Marketing Strategies in Global and B2B Markets. Masters thesis, Dublin, National College of Ireland.
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Abstract
This dissertation investigates how organisations adapt international marketing strategies in global B2B (business-to-business) markets. B2B demonstrates notable differences from business-to-consumer (B2C) markets, including lengthy sales cycles, multiple decisionmakers, layers of regulations, etc, making it necessary and difficult to adapt. The findings extend existing research debates around standardisation–adaptation - positionality between global and local - see Chapter 1 (introduction). The findings highlighted the increasing prominence of hybrid "glocal" approaches, balancing global brand consistency whilst being responsive to local needs, in international researcher and practitioner spheres.
Using an interpretivist philosophy, this study employed qualitative methodology, through semi-structured interviews with ten marketing professionals spanning sectors and geography. Five areas emerged in the thematic analysis of participants' perceptions of adaptation in international B2B marketing as follows: drivers of adaptation, cultural and regulatory impact, technology and data's role in adaptation, challenges and risks surrounding adaptation, and strategic-level impact of adaptation. The current research informs us that much of the rationale for adjustments emanates from customer expectations, regulatory compliance, brand positioning competitive requirements, whilst also citing that technology was enabling more personalisation at scale. However, in a different sense over-customisation may diminish brand equity while under-adapting branding risk's alienating engaged buyers with an international offering.
This study concludes that adaptation is not just a tactical change, but it can also enable strategic impact for competitiveness outcomes. This includes better leads, quicker conversions, better trust and stronger working relationships with a base of clients. Ultimately, to conduct effective international B2B marketing, an organisation must be agile, culturally intelligent, adaptable and develop integrated digital-level capabilities to execute sustainable continuous adaptation.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Walsh, Jeffrey UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > Economics > Business H Social Sciences > HC Economic History and Conditions > Globalisation H Social Sciences > HF Commerce > Marketing |
| Divisions: | School of Business (- 2025) > Master of Science in International Business |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 13 Dec 2025 15:26 |
| Last Modified: | 13 Dec 2025 15:26 |
| URI: | https://norma.ncirl.ie/id/eprint/9033 |
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