Going glocal: Why modern brand marketing is like a symphonic orchestra

Shokunin Marketing’s Dominique Touchaud explains how global marketers are able to scale their business while maintaining local relevance using the “freedom within a framework” principle.

Creating cultural advantage

This article is part of a series of articles from the WARC Guide to creating cultural advantage. Read more

Should I stay “home” or should I go? Very few businesses can afford to be truly, exclusively “domestic”. Yet, few businesses can afford to be global. And that is even before discussing how long or how short the strategy should be. The answer might well be a renewed push to go glocal with a “freedom within a framework” mantra.

Glocal is not new news. The term was coined in the Harvard Business Review in 1980 by sociologist Roland...

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