Browsing by Author "Ephraim Utibenoabasi ESSIEN"

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    Global Localization as a Mechanism of Growth for Multinational Firms: A Case Study of the Coca-Cola Company, Ibadan
    (Lead City University, 2022-12) Ephraim Utibenoabasi ESSIEN
    This study is on Global Localisation as a mechanism of growth for multinational firms using Coca-Cola Company, Sango, Ibadan as a case study. The study made use of an interview guide as a research instrument and random sampling technique was employed to select 15 respondents from Coca Cola. In this study, 5 research questions were answered. The results showed that global localization has impacted Coca Cola in many ways, it has given the company global recognition and the exposure to foreign investment opportunities, and it has enabled products to be developed and distributed globally and this allows our products to be available in almost every country of the world. Also, global localization has been efficient and has enabled Coca cola in optimizing performance with minimal inputs to achieve a higher level of outputs, and it has helped preserved culture and brand of Coca Cola and helped to reduce unnecessary wastage. Further findings showed that there are several global localization strategies used in Coca-Cola such as branding products with local names written on them, advertising the products with local dishes like Amala, Jollof rice, etc. identifying with local and traditional festivals etc, imbibing the culture of the local environment and also translate the marketing languages to local languages so as to be closer to the local community. Engaging local consumers, using local images and local actors/celebrities local branding such as "share a coke" designed to create a more personal relationship with consumers and inspire shared moments of happiness. It was recommended that there is need for the management to have a good understanding of the local market and use it as a strategic tool, this will enable companies better understand the market and have a competitive advantage. Keywords: Globalization, Localization, Glocalization, Multinationals Word Count: 291