Adapting Procter & Gamble’s Trade Marketing Best Practices in Kuwait Market: Institutional & Commercial Constraints

Abstract

This paper develops a theoretical model illustrating the main concepts related to the phenomenon under study, which are mainly the best practices, institutions, and their impact in designing and delivering multinational corporations’ strategies while being transferred across countries. It examines the importance of re-shaping the best practices to adapt the local institutions and particularities of the host countries, and mainly in the fast moving consumer goods sector in Kuwait. Our research is mostly based on collecting secondary data from published articles in different international business journals, in addition to interviewing some sales managers in the Fast Moving Consumer Goods sector to assess how local institutions can affect the transfer of best practices of the multinational corporations in Kuwait market, assessing the challenges and the potentials behind transferring such practices, and their impact in delivering the commercial strategies of MNCs while being transferred, as well as examining key recommendation for future implementation of such practices in Kuwait retail market.