Book

Why do some products conquer the world while others vanish within a year? Every year, FMCG brands pour millions into launching abroad. Many fail, and not because the product was bad. They fail because the plan ignored the market.Expanding from London to Lagos, or from Delhi to Dubai, isn’t just a change of address. Culture, spending power and consumer habits shift with every border. One misjudged message can sink a launch before it begins. If you get the plan wrong, you lose the budget, the brand and the market. This book answers the question with a systematic review of the most recent research (2020-2025) on international marketing planning. It shows what separates successful launches from costly flops across developed, emerging and underdeveloped markets. Inside, you’ll discover:Why culture comes first. How cultural factors shape every decision, from product design to promotion. Why money matters. How financial targets and market-specific planning drive results. Why one size fits no one. How tailored strategies link directly to product performance in different market types.The global vs. local dilemma. How to balance a consistent brand with local adaptation, using the frameworks of Hofstede, Bartlett & Ghoshal and Levitt The conclusion is clear: lasting international growth takes deep cultural knowledge, careful financial planning and a strategy that adapts to each market.So which of these gaps is quietly putting your next launch at risk? Perfect for marketing managers, FMCG strategists, brand owners, MBA students and researchers. Scroll up and click Buy Now to start planning launches that succeed abroad.