Local, foreign and global consumer culture positioning : strategy choices in international television advertising in Egypt

Abstract EN

Multinational companies operate in different host countries around the world and have to deal with a wide variety of economic, political, legal, socio-cultural and technological factors.

one of the significant components of the business environment is a socio-cultural environment.

so this research aims to investigate the consumer culture positioning strategies used in the advertisements of multinational companies that were shown in the Egyptian satellite channels during the year 2018.

after determining the different strategies being used by MNC, the relationship between the strategies being used in the television advertisements will be studied from a cultural perspective.

in order to validate the formulated research questions, a content analysis was designed to analyze 125 international television advertisements in Egypt according to the use of local, foreign and global consumer culture positioning strategy choices.

the study has reached the following: "most of the ads analyzed used local consumer culture positioning strategy by 78.4%, whereas 21.6% of ads used global consumer culture positioning strategy, and the "foreign consumer culture positioning strategy" wasn’t used by MNCS in Egypt.

this means that the brands in the international television advertisements weren't associated with a specific foreign consumer culture.

the results revealed that the local consumer culture positioning strategy was tackled more in the advertisements in comparison with the other strategies ,as the majority of the advertised products used local strategy (LGC P) , while (29.2%) of them used global strategy(GCC P) .

regarding the services' ads, (97.2%) used local strategy (LGCP) and (2.8%) used global (GGCP).

research limitations/implications : this study provides valuable managerial insights into the potential value of GCCP strategy in Egypt and offers specific strategic positioning guidelines to brand multinational marketing managers competing in the Egyptian marketplace.

as with the importance of global market segments, it is essential to assist brand managers seeking to strengthen their brand's equity in a competitive global marketplace.

this paper contributes to the literature on international brand positioning by exploring the usefulness of GCCP as a premeditated positioning strategy for global marketing managers competing in the Egyptian marketplace.