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Balancing Global Synergies and Local Responsiveness

In: Global Marketing Strategy

Author

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  • Bodo B. Schlegelmilch

    (Vienna University of Economics and Business)

Abstract

This chapter focuses on the tension between global synergies and local responsiveness, which dominates many global marketing and strategy decisions. We start with a review of forces that encourage global integration and then look at forces pushing companies toward local responsiveness. Subsequently, we introduce two frameworks that help managers maneuver through the global versus local tension, namely, the integration-responsiveness framework and the AAA Triangle. Next, we briefly discuss the potential of regional strategies as middle ground between a global and local focus. Having laid the foundations, the remaining discussion focuses on how managers can best achieve a balance between local responsiveness and global synergies. The chapter concludes with a list of instruments facilitating global marketing integration and arguments in support of local marketing autonomy.

Suggested Citation

  • Bodo B. Schlegelmilch, 2022. "Balancing Global Synergies and Local Responsiveness," Management for Professionals, in: Global Marketing Strategy, edition 2, chapter 4, pages 83-103, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-90665-8_4
    DOI: 10.1007/978-3-030-90665-8_4
    as

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