Polycentric Approach
A global marketing strategy that adapts products, pricing, promotion, and distribution significantly to each local marke...
Real World
McDonald's uses a polycentric approach in India by replacing beef burgers with the McAloo Tikki and Maharaja Mac to suit local dietary and religious preferences, generating strong sales in a market where a purely standardised menu would fail.
Exam Focus
When evaluating polycentric strategy, explicitly weigh higher costs and brand inconsistency against the benefit of local market fit to access higher marks.
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