Question

Unilever, the Anglo-Dutch consumer products company, at one time had 30 different package designs and 48 different formulations for its Rexona deodorant brand. This is an example of:

1) ethnocentric orientation
2) polycentric orientation
3) regiocentric orientation
4) geocentric orientation
5) transnational orientation

Answer 1

Unilever's approach with Rexona deodorant involving 30 package designs and 48 formulations indicates a polycentric orientation, where products are customized for specific international markets.

Step-by-step explanation:

Unilever, having 30 different package designs and 48 different formulations for its Rexona deodorant brand, exemplifies a polycentric orientation. This approach to international marketing and operations assumes that each country in which a company does business is unique, and therefore, it offers products tailored specifically to those markets. This strategy contrasts with ethnocentric orientation (products designed for the home market are pushed globally), regiocentric orientation (tailored to specific regions), geocentric orientation (standardized products for the global market), and transnational orientation (combination of global efficiencies with sensitivity to local markets).