International marketing strategy of emerging market firms: the case of Bangladesh

Purpose This study aims to increase understanding of factors influencing the international marketing (IM) strategy products from emerging markets (EMs) markets. Design/methodology/approach conducted case studies by collecting qualitative data through semistructured interviews with respondents four food product companies in Bangladesh. Findings finds that firms employ local Bangladeshi people who are knowledgeable company culture. They strategically focus on countries where diaspora lives and initially target them, approaching natives later. adapt customize importers’ requirements make them visible between providers customers. The findings show EM encounter a mentality poor produce quality products; this mindset makes internationalization their business difficult. Research limitations/implications research contributes constructing model modern people-oriented for products. literature culture illustrating cultural dimensions collectivism uncertainty avoidance enhance development networks trust impact strategy. Originality/value theorizes importance context an innovation-driven IM adapts customers’ preferences emphasizes contribution diaspora. reveals face challenges both because customers link country low-quality governmental regulations prevent establishing presence other countries. analyzes process affecting Bangladesh particular.