Creative Lab: How a local target group inspires global strategy
Henrike ReinhardtDanone Medical Nutrition, NetherlandsEva KullaSKIM, Netherlands
Introduction
One of the most important challenges for a global company is to find the right balance between a common global strategy, which gives the company the right direction and links all activities to a holistic 'big picture", and room for local customization as "one size hardly fits all". A famous example is the McDonald Corporation with restaurants in more than 100 different countries. Instead of offering an American-style menu in a place like India, where many residents do not...