Articles

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


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?


Keywords


Global Marketing; Multi-Domestic Marketing Approach; Brand Equity; Drawbacks of Marketing Globalization; Coca-Cola

Full Text:

PDF


NBN: http://nbn.depositolegale.it/urn%3Anbn%3Ait%3Aunimib-12381

DOI: http://dx.doi.org/10.4468/2001.1.08schuiling

References



Refbacks

  • There are currently no refbacks.


 ________________________________________________________________________________________________________

UNIVERSITY OF MILAN-BICOCCA Piazza dell'Ateneo Nuovo 1, 20126 Milan, Italy Tel. +390264486301; Fax. +390264486303 - email: istei@unimib.it

  Statistiche Piwik

 Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.