IDEAS home Printed from https://ideas.repec.org/h/pal/palchp/978-1-4039-1448-4_17.html
   My bibliography  Save this book chapter

Think Global, Act Local — But How Far?

In: BIG in Asia

Author

Listed:
  • Michael Backman
  • Charlotte Butler

Abstract

Most Western companies marketing their products in Asia have long recognised the need to adapt their products to local conditions and tastes. Some adaptations are straightforward and for obvious reasons. McDonald’s, for example, does not sell burgers made from beef in India. The skin pigmentation and hair composition of Asian people differ from those of, say, European descent and, consequently, the formulae for personal products, cosmetics, shampoos and skin creams need to be changed. Different cultural habits are another reason for product adjustment. When L’Oréal decided to launch its cosmetics products in Indonesia, it had to take into account the customs of the mainly Muslim female population. For example, while the.market for nail varnish was small for religious reasons, customers were heavy users of powder on their bodies and faces to protect their skin from the sun. Also, tampons do not sell well in Islamic countries but sanitary towels do.

Suggested Citation

  • Michael Backman & Charlotte Butler, 2003. "Think Global, Act Local — But How Far?," Palgrave Macmillan Books, in: BIG in Asia, chapter 0, pages 210-223, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-4039-1448-4_17
    DOI: 10.1057/9781403914484_17
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palchp:978-1-4039-1448-4_17. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.