Digitex, an MNE, customizes its marketing mix in each market that the firm enters to meet the idiosyncratic needs of customers in different foreign markets. Which approach does Digitex most likely use?

Question

Quizplus · Accepted Answer

Digitex is using a polycentric approach, as it customizes its marketing mix to meet the specific needs of customers in each foreign market, indicating a localized strategy that respects and adapts to local preferences and practices.

Digitex, an MNE, Customizes Its Marketing Mix in Each Market