How can multinational enterprises leverage knowledge management to develop culturally tailored marketing strategies across different countries?

Abstract

This study explores how multinational enterprises (MNEs) leverage knowledge management (KM) to develop culturally tailored marketing strategies across diverse regions. Using a mixed-methods approach, the study draws on five anonymized case studies based on interviews with professionals operating within MNEs across the energy, financial services, and oil & gas sectors. A follow-up survey was also conducted to triangulate insights and examine MNE professionals9 perceptions on cultural influence, KM effectiveness, and adoption of emerging technologies. The findings reveal that while most MNEs recognize the importance of adapting strategies to different regions, implementation depends on several factors. They also indicate that digital platforms are used extensively across most MNEs, and barriers complicate the further adoption of technologies.

Date of Award	21 Jul 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Božidar Vlačić (Supervisor) & Vahid Jafari-Sadeghi (Co-Supervisor)