Going Local: Creating Effective Multi-Country Strategies

In the past companies have adopted a range of strategies for marketing on a global or multi-country basis including:- (1) highly centralised with one product and one set of communications; (2) central control with limited adaptation of products and communications; (3) central control with products and communications developed locally to fit the global template; (4) totally local, offering different products and communications in different countries.

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...