Abstract:

The management principle `think global, act local' is a valuable guideline to be implemented in international research projects. To transform it into action, the balancing act between global and local needs has to be challenged. This is the art and science of multinational business and multinational market research as different requirements have to be simultaneously fulfilled. This presentation identifies six `disciplines' for a successful cooperation within international research projects: Communication, project management, people and project staffing, quality assurance, account management and innovation. The management principle of `think global, act local' was turned into praxis across different markets with their unique peculiarities.