Think Local-Act Local: Is It Time to Slow Down the Accelerated Move to Global Marketing?

Authors

  • Isabelle Schuiling

DOI:

https://doi.org/10.4468/2001.1.08schuiling

Keywords:

Global Marketing, Multi-Domestic Marketing Approach, Brand Equity, Drawbacks of Marketing Globalization, Coca-Cola

Abstract

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?

Author Biography

Isabelle Schuiling

Lecturer in Marketing, IAG, Université Catholique de Louvain

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Published

01-06-2001

How to Cite

Schuiling, I. (2001). Think Local-Act Local: Is It Time to Slow Down the Accelerated Move to Global Marketing?. Symphonya. Emerging Issues in Management, (1), 83–87. https://doi.org/10.4468/2001.1.08schuiling

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Section

Articles