Global knowledge, local delivery

Since the 1970s, many consumer goods companies have been moving brands towards global propositions, but this is rarely appropriate for brands embedded in the cultures of individual countries.

Global knowledge, local delivery

Graham MackaySABMiller

TWENTY-EIGHT YEARS ago, Ted Levitt, editor of the Harvard Business Review,wrote one of the first articles to popularise the concept of ‘globalisation’. He asserted that a global proposition...

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