Lever Europe, a division of Unilever, markets its fabric softener known as Snuggle in the United States in 10 European countries under seven brand names, including Kuschelweich in German, Coccolino in Italy, and Mimosin in France.These products have different packages, different advertising programs, and occasionally different formulas.From this information we can assume that Lever Europe is a(n) __________ company.
A)ethnocentric
B)multidomestic
C)transnational
D)polycentric
E)international

Question

Quizplus · Accepted Answer

Lever Europe is a multidomestic company because it adapts its products and marketing strategies to fit the specific needs and preferences of each country it operates in, as evidenced by the different brand names, packaging, advertising, and formulas used in different countries.

Lever Europe, a Division of Unilever, Markets Its Fabric Softener