Through this preliminary literature review, it can be noted that marketing and communication strategy are in a close relationship. The communication between employees and top management is in the same way important because it aids internal branding, as well as the employees’ understanding of the MNC’s values (Paul, 2011). The strategy should also be tweaked in line with local sociocultural systems ensuring that value proposition is standardized globally. To sum up, a successful MNC needs an effective communication strategy based on the values of the brand that the company can communicate to both employees and
Through this preliminary literature review, it can be noted that marketing and communication strategy are in a close relationship. The communication between employees and top management is in the same way important because it aids internal branding, as well as the employees’ understanding of the MNC’s values (Paul, 2011). The strategy should also be tweaked in line with local sociocultural systems ensuring that value proposition is standardized globally. To sum up, a successful MNC needs an effective communication strategy based on the values of the brand that the company can communicate to both employees and