Abstract:
The paper suggests the key is building a common internal vision within the company: understanding and processing the regional marketplaces through intense interaction between research and strategic planning at the company's top management levels. The successful 'approximation to/of the world' operation during a critical period suggests the usefulness of the notion of 'locality' as a key concept that enabled: I) identification of those aspects which make a global brand locally relevant, and II) expression of 'local' into the global brand's paradigmatic values. The paper concludes with a reflection on key conditions for generating effective articulation between research and corporate decision-making.
This could also be of interest:
Research Papers
Local brands, global brands
Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: Catherine Becker
Company: SORGEM IMR
June 15, 1998
Research Papers
Local jewels and global heroes
Catalogue: Congress 2007: Excellence
Authors: Yijun Ma, David Lee, Ute Rademacher
Company: Ipsos MRBI
September 19, 2007
