Global Marketing: Balancing Global Thoughts and Local Actions

Donald E. Sexton

Discusses how successful companies are balancing global marketing with the need to act differently at local levels.

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...

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