Global research needs to be overlaid with local cultural tastes

The article discusses the problems of implementing a global research programme. In all quantitative research, it is essential for cost-effective decision making to have common metrics which have been proved to anticipate future performance.

Global research needs to be overlaid with local cultural tastes

Nigel Hollis

Successful global brands create incredible value for the companies that own them. But managing a global brand is not easy.

It's tough enough to grow a strong brand in one country. The difficulty is magnified a hundredfold on a global scale. In taking a brand global, a company faces a major challenge: to successfully leverage the advantages of scale and not get lost in it. Scale is not an advantage if it results in fragmentation and efforts are diluted across conflicting priorities.

I have interviewed many marketing practitioners,...

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