The global market penetration of local products has become increasingly important for businesses operating in diverse geographical and cultural contexts. No empirical results are provided; instead, a qualitative approach is employed to synthesize insights from various case studies and literature reviews. The analysis reveals that successful strategies often involve localized marketing campaigns tailored to specific cultural preferences and market segments in foreign countries. Ghanaian companies have successfully navigated the challenges of global markets by emphasising product authenticity, leveraging traditional knowledge, and adopting culturally sensitive marketing approaches. Businesses considering global expansion are advised to conduct thorough market research, incorporate local insights into their strategies, and maintain cultural sensitivity in all communications.
Aikins et al. (Tue,) studied this question.