Coordinating Globality and Peculiarity

The Case of a Successful Adaptation in the Spanish PC Magazine Market

Charo Valencia
Paloma Fontcuberta
and
Mara Moro


INTRODUCTION

Research is now facing the challenge of how to help major publishers in their strategic decision making, by coordinating globality and peculiarity.

The global market is a trend that offers and will continue to offer in the future challenges and opportunities for the publishing industry. Exporting products from one country to another, and adapting them to the local reality, are a reality and a growing need for major multinational companies. With a heavy cultural component, publications require an even more refined process of local adaptation. Market research takes on a major strategic role for the export of publications. This paper shows a successful research experience to tailor a PC magazine to the specific needs of Spanish readers.

Context and Research Objectives