Global Marketing: Balancing Global Thoughts and Local Actions
Developing marketing strategies that integrate a worldview with local content
Donald E. Sexton, Columbia Business School, The Arrow Group, Ltd
Think global/act local is the challenge of global marketing. How does one balance the global thinking, which can lead to cross-border cost savings, and the local actions, which can lead to higher country revenues? Many organizations have difficulty with this trade-off and do not even know how to approach it. We have worked with many companies and have developed approaches to think through these decisions.
Some managers still think...