Where is your next competitor coming from?

Globalization, in its many forms, is enabling global corporations to exploit the “economies of simplicity and standardization” to price-out and replace local competition.1 Or is it?

Successful global brands recognize the value in understanding the diversity of cultures and tastes in global markets and are now addressing the complexities of adapting the customer experience to match. This is the paradox of globalization – easier access to international markets creates greater challenges in brand and product management