Managing Global Brands To Meet Consumer Expectations
Malcolm Baker and Greet Sterenberg Research International QualitatifEarl Taylor Research International
INTRODUCTION
There is growing consensus that the truth about globalization of brands lies somewhere between the extremes of Ted Levitt's thesis of homogenization (Levitt, 1983) and Naomi Klein's more recent prediction of a 'no logo' backlash (Klein, 2000). To move beyond a sterile debate about globalization in the abstract, brand strategists need decision criteria based on a typology of brands and environments that they can apply to make informed decisions about whether, when, where and how...