Global brands must account for local tastes and would benefit from adopting the work of influential sociologist Geert Hofstede
The concept of global-local marketing has been talked about extensively in the press. The conflicting demands on global brands to create marketing campaigns that have universal values, while also remaining targeted and relevant to a variety of audiences, can result in ineffective marketing.
Local attitudes to measures such as Individualism and Masculinity would be more relevant than Uncertainty Avoidance or Long-Term Orientation to a vodka brand entering a new market
Brands need to ensure they...