Products they are a-changin’: How a third way marketing strategy was adopted in Vietnam

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

How to market a new product in a developing country? This question, you would be right in thinking, is straight from the International Marketing 101 course. Any masters or MBA student will look into this at the start of their course and build from there. And they will cover the standard plays from the textbook as well. But are these the right plays for every product, every market, and every time?

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2018), "Products they are a-changin’: How a third way marketing strategy was adopted in Vietnam", Strategic Direction, Vol. 34 No. 1, pp. 5-7. https://doi.org/10.1108/SD-10-2017-0150