International branding: resolving the global-local dilema

Discusses the present state of globalisation: where are we now between Theodore Levitt's prediction and the backlash against global brands forecast by Naomi Klein's article is based on a new study (the 2002 Research International Observer (RIO) study on global brands) among over 1500 consumers in 41 countries.

International branding: resolving the globallocal dilema

Malcolm BakerResearch International Qualitatif andGreet SterenbergResearch International Qualitatif

'I was 12 years old when I got my favourite pair of shoes: my first Puma sports shoes, in black and orange. I took these shoes with me when we travelled with the whole family to our native town, which is some 5000km from Hamburg in Turkey. And in this small place, that does not even have the size of a small town, the young locals recognised the Puma sports shoes.'
(German respondent)

The start of the public debate on globalisation can...

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