Global knowledge, local delivery

Since the 1970s, many consumer goods companies have been moving brands towards global propositions, but this is rarely appropriate for brands embedded in the cultures of individual countries.

Global knowledge, local delivery

Graham MackaySABMiller

TWENTY-EIGHT YEARS ago, Ted Levitt, editor of the Harvard Business Review, wrote one of the first articles to popularise the concept of ‘globalisation’. He asserted that a global proposition would ultimately always win over the local proposition. That the superiority of a global offer - both the product and the marketing - would eclipse the cultural variants that country managers always asked for. And he predicted that a centrist corporate movement would prevail based on a creed of one product: one brand: one voice: one ad campaign.

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