Coordinating Globality and Peculiarity. The Case of a Successful Adaptation in the Spanish PC Magazine Market

This paper examines the role of research in the process of adapting international publishing products to local markets.

Coordinating Globality and Peculiarity

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

Charo Valencia Paloma FontcubertaandMara 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...

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