The Faltering March of Globalisation

This article examines, from a marketing communications point of view, the mixed blessings of globalisation.

Globalisation

The Faltering March of Globalisation

From a marketing communications point of view, globalisation is a mixed blessing. Increasingly, it is possible to launch products almost worldwide. With the aid of the web, a traditional cheese-maker in a village in Devon, England, can serve the world (assuming that the food regulations do not get infringed along the way). For at least 30 years, marketers have tried consciously to develop international advertising campaigns and many have used them that way long before, without starting to think very hard about how they might be received in foreign parts.

And, towards the...

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