Determinants of Local Responsiveness Strategy: Impact of Host Countries Culture on Global Integration

DOI

10.2991/978-2-38476-559-1_18How to use a DOI?

Keywords

Transnational strategy; Bartlett and Ghoshal’s typology; Glocalization; Consumer behavior; Cultural intelligence

Abstract

Purpose: This paper studies how multinational companies (MNEs) choose their strategies to respond to local market needs, especially when their products are not strongly influenced by local culture. The main goal is to understand how the culture of the country where the business operates affects the company’s global strategy and performance.

Methods: The method used here to understand this is a quantitative case study analysis. The study focuses on three important questions: First, it looks at how global customer preferences—not just their differences—can influence the way companies plan their strategies and how well they perform. Second, it explores whether flexible and non-traditional approaches can help balance the control of the company’s headquarters with the need for local branches to respond to local markets. Third, it examines how the culture of the host country affects the success of global strategies by adopting transnational strategy. Lastly, the Bartlett and Ghoshal’s framework is important because it helps us understand 2 major challenges MNC’s face: (1) Being efficient globally (keeping costs low); (2) Meeting local needs in each country (being flexible.

Results: The paper suggests that when companies align their strategies with specific local market needs, use adaptive and flexible planning, and take local culture into account, they are more likely to succeed. This is especially important in countries with complex rules and systems. To support these ideas, the study uses real-life case studies and data from trusted sources like Scopus, Web of Science, McKinsey, Statista, and Gallup.

Conclusion: In conclusion, the paper provides useful insights for both researchers and business leaders. It shows that adaptive, culturally aware strategies are key for companies to succeed in global markets while staying connected to local needs.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Anushka Mehra
AU  - Shweta Loonkar
AU  - Karishma Desai
PY  - 2026
DA  - 2026/04/19
TI  - Determinants of Local Responsiveness Strategy: Impact of Host Countries Culture on Global Integration
BT  - Proceedings of the Global Innovation and Technology Summit “AAROHAN 3.0”_HSS track (GITS-HSS 2025)
PB  - Atlantis Press
SP  - 260
EP  - 270
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-559-1_18
DO  - 10.2991/978-2-38476-559-1_18
ID  - Mehra2026
ER  -