Going Local: Creating Effective Multi-Country Strategies

Martin Payne

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 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...

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