A global company adapts a dual extension strategy based on an assumption that every market is alike.

Question

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A dual extension strategy involves keeping the same product and marketing strategy in every market. However, assuming that every market is alike is not a sound approach as different markets may have varying cultural, societal, economic, and legal factors that necessitate modifications to product offerings or marketing tactics. Therefore, a global company should adapt a localization strategy that considers the unique needs and preferences of each market to maintain a strong competitive advantage.

A Global Company Adapts a Dual Extension Strategy Based on an Assumption