C11BU Research Philosophy and Practice Assignment Sample 2024

Introduction 

In the current global business environment, there is a noticeable trend towards international companies, with a specific focus on growing into new areas. Nevertheless, venturing into these new regions poses multiple challenges and prospects within the realm of branding (Cygler et al., 2018). International companies face challenges when trying to establish a lasting impact on clients in developing markets due to the variations in social standards, economics, and behavioural patterns. For organisations to expand and enter new markets, they navigate through these challenging periods. Expanding markets presents numerous challenges, such as adapting to economic fluctuations, comprehending the constant evolution of human conduct, and recognising the influence of cultural differences on individuals’ thoughts and feelings (Dabic and Kiessling, 2019). The primary objective of this study is to gain further insights into brands operating in these emerging areas of developing markets. The purpose of the study is to incorporate a valuable addition to the existing content. This study intends to assist international enterprises in navigating the intricate dynamics of these markets by gaining a deeper understanding of the challenges and opportunities associated with brand development and preservation.

Research aim

The aim of this study is to look carefully at the problems and chances that global companies face when they try to build and keep their brand in developing different nations.

Literature review

In developing countries, branding success is affected by multiple important factors. As per the opinion of Edwards et al. (2019), the size and growth prospects of the market are very important. The bigger the market, the more chances there are for a brand to grow and penetrate it. Growth potential shows how consumer demand is likely to rise, which helps brands take advantage of new chances and build a strong presence. Along with this, according to Vo and Vo (2023), Purchasing Power Parity (PPP) and income levels are very important factors. People with higher incomes buy high-end brands, which makes them more loyal to and knowledgeable about those brands. Knowing about PPP helps brands set prices in a way that keeps prices affordable while still making money. 

As per the consideration of Kumar et al. (2019), distribution facilities and ease of access are very important to the success of a brand. Products are widely available when distribution networks work well, which raises brand awareness and makes products easier for people in remote places to get. Quantitative measures, like the number of channels of distribution, the area covered, and the rate at which inventory is sold, show how well distribution strategies are working. As demonstrated by Edwards et al. (2019), demographics and psychographics of consumers are useful pieces of numeric data for branding efforts. Age, gender, and wealth are some of the demographics that help divide the market into segments and tailor brand messages to each group of consumers. Psychographic factors like lifestyle, values, and tastes help marketers create brand stories that connect with the identities and goals of their customers.

According to Puck and Filatotchev (2020), an analysis of the competitive landscape is crucial for achieving successful branding in emerging markets. Quantitative measures, including market share, pricing indices, and competitive pricing strategies, offer valuable information about how the brand is positioned about other brands in the market. An in-depth comprehension of the strengths and weaknesses of competitors allows brands to develop successful strategies for differentiation and gain a larger portion of the market. Moreover, as stated by Asmussen et al. (2022), the success of branding in developing markets is influenced by factors such as technology infrastructure and rates of digital adoption. The availability of internet connectivity and mobile technologies enables the interaction with brands and the completion of e-commerce transactions. Quantitative measurements such as the rate of internet penetration and the ownership of mobile devices serve as indicators of the extent to which people have access to digital platforms and the possibilities for creating a brand presence online.

Cultural differences exert a substantial impact on the efficacy of branding strategies, especially in international markets. An essential factor to consider is the language used and the manner of communication. Various cultures exhibit unique language subtleties, idiomatic expressions, and communication inclinations. Furthermore, customer perceptions and choices are influenced by cultural values and beliefs. In collectivist cultures, prioritising community and social peace may be more significant than pursuing individualised goals. Gaining an understanding of these cultural subtleties allows brands to establish stronger connections with consumers and cultivate brand loyalty.

Symbolism and images have cultural value and greatly influence the success of branding. Various symbols, colours, and pictures might have distinct interpretations or associations in different cultures. As an example, in Western cultures, the colour white represents purity, yet in many Asian traditions, it is associated with grief (Kumar et al., 2019). Cultural rituals and customs have a significant impact on how consumers behave and what they choose to consume, which in turn affects the techniques that companies use to promote their brands. According to Eikeland (2021), brands that integrate cultural traditions into their marketing efforts generate feelings of nostalgia or a sense of belonging among consumers, thereby cultivating favourable brand associations. On the other hand, ignoring cultural norms or sensitivities results in negative reactions and damages the reputation of a company. Along with this, the effectiveness of branding is influenced by societal standards about gender roles, family structure, and social hierarchy. 

As illustrated by Nilsen (2019), global enterprises encounter multiple challenges while expanding into new regions, with one prominent hurdle being the comprehension of local market dynamics, including customer behaviour, cultural complexities, and regulatory frameworks. To tackle this issue, businesses engage in comprehensive market research and frequently interact with local partners that possess essential knowledge and connections. According to Asmussen et al. (2022), by utilising the knowledge and skills of local professionals, firms negotiate complex challenges more efficiently and customise their approaches to align with the specific tastes of the local market. International companies in developing markets have additional challenges due to infrastructure limitations. Limited transportation infrastructure, insufficient utilities, and restrictions on digital connectivity might impede operations and the distribution process. 

To overcome this challenge, according to Puck and Filatotchev (2020), firms allocate resources towards the development of infrastructure or modify their operations to align with the current conditions. For example, certain organisations utilise innovative distribution techniques, such as employing mobile technology for delivering goods to remote places. In addition, international enterprises have issues due to the need to comply with regulations and navigate bureaucratic obstacles. As demonstrated by Eikeland (2021), successfully navigating intricate legal frameworks, acquiring permissions, and complying with local regulations necessitate a significant investment of time, resources, and specialised knowledge. Businesses frequently cultivate robust partnerships with local authorities and engage legal advisors to ensure adherence to regulations while mitigating potential hazards. Moreover, participating in corporate social responsibility projects promotes positive public perception and facilitates more efficient regulatory processes.

Methods: Data collection and analysis

This study will adhere to a positivism research philosophy, focusing on the collection of data using participant surveys and interviews. The positivism research philosophy improves the validity of study findings and speeds up creating conclusions (Snyder, 2019). The interpretivism research theory is likely to be rejected since it primarily emphasises the creation of secondary qualitative studies. The positivism research philosophy utilises thorough scientific methodologies to provide reliable and impartial findings. This study will employ both the deductive research approach and the inductive research approach. The deductive research approach promotes the use of logical thinking and thorough investigation, leading to more accurate research findings (Mukherjee, 2019). Systematic data collection techniques are commonly used in deductive approaches, which improve the dependability and confirmability of the findings. This approach enables the identification of general patterns through the utilisation of statistical tests such as regression analysis (Thomas, 2021).

The utilisation of the inductive research approach will be suitable due to its inherent adaptability, which enables the gathering of comprehensive knowledge and the development of valuable novel concepts that can inform future research attempts. Using a thorough technique for empirical analysis within the framework of an inductive research approach leads to significant advancements (Davidavičienė, 2018). This critical perspective utilises comprehensive interviews to demonstrate how the broader context influences the functioning of culture. These two perspectives will provide a comprehensive understanding of the challenges and opportunities that are related to branding in countries that are now experiencing growth. This will be accomplished by integrating both qualitative and quantitative research strategies. The study will employ a descriptive research design to thoroughly investigate the research phenomena by examining the distinct characteristics and conduct of the participants. This thorough understanding of the phenomena will aid in addressing the challenges and opportunities that international companies have when attempting to establish and maintain their brand in diverse developing nations. 

An thorough and systematic survey technique will be employed to gather quantitative data from customers in specifically selected developing countries. This study will examine key aspects to understand how branding tactics operate in various locations. The study examines factors such as brand popularity, perceived quality, and customer loyalty to develop a method for quantifying the various influences on branding outcomes. The survey’s emphasis on brand comprehension aligns with the notion that a crucial aspect of entering new markets is familiarising individuals with foreign names. This will demonstrate the perceptions of individuals in expanding marketplaces regarding the quality of businesses that are venturing into new territories. 

The research on customer loyalty acknowledges the significant impact it has on a brand’s long-term performance. There are numerous complex connections between these parameters, and this study will employ statistical analysis, with regression analysis being the primary method. The purpose of this method is to identify and focus on the crucial variables that contribute to the achievement of a brand. The study will use thorough statistical methods to determine a graphical framework that not only identifies individual components, but also demonstrates how these variables influence each other and the level of importance they have in determining the overall effectiveness of branding.

Qualitative research strategy will involve conducting in-depth interviews with customers, company executives, and marketing professionals in the new areas under consideration. Thematic analysis will be employed to meticulously examine the qualitative data derived from these discussions to identify recurring themes and patterns. This study seeks to analyse the intricate and cultural dimensions of branding challenges and opportunities in developing countries to understand how culture impacts the success of branding efforts. This strategy intends to achieve a precise representation by considering multiple perspectives from various individuals. In the challenging area of emerging markets, it accomplishes this by providing crucial insights on the evolution of society and brands over time.C11BU Research Philosophy and Practice Assignment Sample 2024

Research ethics

The entire research will be conducted following a protocol that strictly complies to ethical principles. There will be no personal questions done against the participants. To preserve the privacy of the research, all information regarding the participants will be treated as secret. The researcher’s laptop is secured with a robust password, and the collected information will be stored on the hard drive using the suitable encryption technique. Prior to conducting the survey, each participant will be provided with information regarding the research objectives. Furthermore, a consent form will be distributed to and completed by each participant, indicating their agreement to participate in the study. Once the organisation accepts the proposal, the data will be permanently and irreversibly removed, and it will not be shared with any other individuals.

References 

Asmussen, C.G., Hashai, N. and Delios, A., 2022. The coevolution of international scope and technological knowledge in MNCs. Journal of World Business, 57(1), p.101285.

Cygler, J., Sroka, W., Solesvik, M. and Dębkowska, K., 2018. Benefits and drawbacks of coopetition: The roles of scope and durability in coopetitive relationships. Sustainability, 10(8), p.2688.

Dabic, M. and Kiessling, T., 2019. The performance implications of knowledge management and strategic alignment of MNC subsidiaries. Journal of Knowledge Management, 23(8), pp.1477-1501.

Davidavičienė, V., 2018. Research methodology: An introduction. Modernizing the academic teaching and research environment: Methodologies and cases in business research, pp.1-23.

Edwards, T., Schnyder, G. and Fortwengel, J., 2019. Mapping the impact of home‐and host‐country institutions on human resource management in emerging market multinational companies: A conceptual framework. Thunderbird International Business Review, 61(3), pp.531-544.

Eikeland, S., 2021. Indigenous agency in global systems. Journal of Rural Studies, 82, pp.253-261.

Kumar, V., Gaur, A., Zhan, W. and Luo, Y., 2019. Co-evolution of MNCs and local competitors in emerging markets. International Business Review, 28(5), p.101527.

Mukherjee, S.P., 2019. A guide to research methodology: An overview of research problems, tasks and methods. CRC Press.

Nilsen, T., 2019. Global production networks and strategic coupling in value chains entering peripheral regions. The extractive industries and society, 6(3), pp.815-822.

Puck, J. and Filatotchev, I., 2020. Finance and the multinational company: Building bridges between finance and global strategy research. Global Strategy Journal, 10(4), pp.655-675.

Snyder, H., 2019. Literature review as a research methodology: An overview and guidelines. Journal of business research, 104, pp.333-339.

Thomas, C.G., 2021. Research methodology and scientific writing. Thrissur: Springer.

Vo, H.L. and Vo, D.H., 2023. The purchasing power parity and exchange‐rate economics half a century on. Journal of Economic Surveys, 37(2), pp.446-479.