Abstract:

In this paper we argue that for many product fields, if a company wants to have truly international influence, it has to find a way of communicating in recognisably the same terms to all its consumers, and the question is not whether this should happen, but how it can be done in the most effective way. We give examples of two case studies, of companies operating in very different product fields, one a market leader and the other a young innovative company, but both with the determination to find the best strategy to increase their brand share across Europe, and beyond. The two companies were Gillette (for razors) and Apple Computers.