Standardization vs Adaptation Dilemma in International Marketing Strategies of Food Companies in Host Developing Markets Exemplified by Dodo Pizza and Domino’s in UAE and Romania

Student: Amanov Asadulla

Faculty: School of Innovation and Entrepreneurship

Educational Programme: International Business (Master)

Year of Graduation: 2024

As the world becomes increasingly interconnected, companies must navigate a complex landscape of cultural, political, and economic differences to effectively compete and thrive in foreign markets. This paper discusses international marketing strategies implemented by food companies through the framework of marketing mix (4 P's). These strategies will be exemplified by 2 case-study pizza chain companies. The main goal of this work is to discover how food companies solve standardization vs adaptation dilemma in international marketing strategies in host developing markets.

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