Global knowledge, local delivery
Graham MackaySABMiller
TWENTY-EIGHT YEARS ago, Ted Levitt, editor of the Harvard Business Review, wrote one of the first articles to popularise the concept of ‘globalisation’. He asserted that a global proposition would ultimately always win over the local proposition. That the superiority of a global offer - both the product and the marketing - would eclipse the cultural variants that country managers always asked for. And he predicted that a centrist corporate movement would prevail based on a creed of one product: one brand: one voice: one ad campaign.
There seem to...