Going Local: Creating Effective MultiCountry Strategies
Martin PayneThrough the Loop
Globalisation has become a highly emotive subject. Many companies have been criticised for their approach and, on occasions, international marketing has been portrayed as the new imperialism. However, while there are arguments for and against, there is an air of inevitability about globalisation. Furthermore, major companies are under an increasing level of scrutiny by consumers. The question needs to be posed: how should international marketing strategies be optimised for greater effectiveness under this scenario?
Brands and their owners are operating in a worldwide economy and, even if they do...