Analysis of Cultural Conflict and Resolution Path in Localization Strategy of Multinational Brands

Wu Da Mu

GBP Proceedings Series, 2025, vol. 6, 63-67

Abstract: In the new phase of China's economic development, an increasing number of multinational corporations are actively implementing brand strategies centered on localization. Brand localization has become a key element in strategic innovation, contributing to sustained growth and improved market competitiveness. This article focuses on the cultural conflicts arising from differences in values, consumption habits, and social norms during the localization process of multinational brands. By examining multiple empirical cases, it explores strategies for cultural adaptation, innovation, and cross-cultural communication, aiming to provide theoretical support and practical guidance for the sustainable development of multinational brands in a multicultural environment.

Keywords: multinational brand; localization strategy; cultural conflict; dissolving path (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:axf:gbppsa:v:6:y:2025:i::p:63-67

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