Think Local-Act Local: Is It Time to Slow Down the Accelerated Move to Global Marketing?
DOI:
https://doi.org/10.4468/2001.1.08schuilingKeywords:
Global Marketing, Multi-Domestic Marketing Approach, Brand Equity, Drawbacks of Marketing Globalization, Coca-ColaAbstract
In view of the accelerated move of great corporations towards global marketing, the strategic changes of such companies raise interesting questions. Is marketing globalization reaching its limits after years of implementation? Is it time for companies to rethink their strategies and move back, like Coca-Cola, to a multi-domestic marketing approach?
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