1. Summarize 2. Analysis of Article Harvard Business Review MARKETING Why Locali

Question

1. Summarize

2. Analysis of Article

Harvard Business Review MARKETING Why Localizing Marketing Doesn't Always Work by Niraj Dawar SEPTEMBER 01, 2016 Whether to localize global-brand marketing programs remains one of the most contentious debates in multinational organizations. On the one hand, local brand managers typically argue that consumer habits in their market are different, their consumers' purchase behavior is different, preferences and tastes are different, the media and the retail trade are different, and, therefore, their customers require unique, tailored, and delicate handling. The head office, meanwhile, takes the position that achieving scale justifies losing some local customers in return for global efficiencies. Faced with this trade-off, local brand managers, often to the consternation of their head offices, spend inordinate amounts of effort demonstrating that national boundaries are an excellent

Explanation / Answer

1. Summarize

2. Analysis of Article

Harvard Business Review MARKETING Why Localizing Marketing Doesn't Always Work by Niraj Dawar SEPTEMBER 01, 2016 Whether to localize global-brand marketing programs remains one of the most contentious debates in multinational organizations. On the one hand, local brand managers typically argue that consumer habits in their market are different, their consumers' purchase behavior is different, preferences and tastes are different, the media and the retail trade are different, and, therefore, their customers require unique, tailored, and delicate handling. The head office, meanwhile, takes the position that achieving scale justifies losing some local customers in return for global efficiencies. Faced with this trade-off, local brand managers, often to the consternation of their head offices, spend inordinate amounts of effort demonstrating that national boundaries are an excellent

Related Questions

Navigate

• Browse (All)
• Browse 1
• Subjects

---

---

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.