Doing business in Libya: Assessing the nature and effectiveness of international marketing programs in an evolving economy

The aim of this paper is to investigate, in one emerging Arab economy (Libya), the strategic and tactical choices of MNE (multinational enterprise) domestic appliance brands and, also, the attitudes of local consumers toward those choices. Various choice characteristics are investigated – including marketing mix standardization/adaptation – and, also, country-of-origin brand (COB). To establish extant organizational choices, local...