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CONCLUSION

emerging markets are still fragmented

e.g. of global companies failure in Africa

- English As a Lingua Franca

- lower costs

-> similar culture -> similar countries

ADAPTATION

STANDARDIZATION

culture is fundamental

we can divided the world in 2 types:

- mature countries

standarize markets -> one single market

- emergin coutries

fragmented markets -> adaptation of products

Standardization or Adaptation?

THANK YOU!

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