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...