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

Article English OPEN
Schuiling, Isabelle (2001)
  • Publisher: Symphonya. Emerging Issues in Management
  • Journal: Symphonya. Emerging Issues in Management, issue 1 Brand Equity (issn: 1593-0319, eissn: 1593-0300)
  • Related identifiers: doi: 10.4468/2001.1.08schuiling
  • Subject: http://dx.doi.org/10.4468/2001.1.08schuiling [Global Marketing; Multi-Domestic Marketing Approach; Brand Equity; Drawbacks of Marketing Globalization; Coca-Cola DOI] | Global Marketing; Multi-Domestic Marketing Approach; Brand Equity; Drawbacks of Marketing Globalization; Coca-Cola

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 s... View more
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