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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, 2001. "Think Local-Act Local: Is It Time to Slow Down the Accelerated Move to Global Marketing?," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Brand E.
    • Handle: RePEc:sym:journl:8:y:2001:i:1
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    File URL: https://symphonya.unicusano.it/article/view/2001.1.08schuiling
    File Function: First version, 2001
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    Citations

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    Cited by:

    1. Pablo Farías, 2021. "The Local Aspect in the Successful Brands in Latin America: Empirical Evidence of Its Prevalence, the Role of Local and Global Companies, and Its Effect on Consumers," Sustainability, MDPI, vol. 13(2), pages 1-12, January.
    2. Silvio M. Brondoni, 2002. "Global Markets and Market-Space Competition," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Market-.

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