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

Author

Listed:
  • Isabelle Schuiling

    (Maitre de Conference at IAG, Universite Catholique de Louvain which is a CEMS member school)

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?

Suggested Citation

  • Isabelle Schuiling, 2000. "Think Local-Act Local: Is It Time to Slow Down the Accelerated Move to Global Marketing?," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Brand E.
    • Handle: RePEc:sym:journl:142:y:2000:i:1
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    File URL: http://webdepot.gsi.unimib.it/symphonya/RePec/pdf/symjournl142.pdf
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