Why Localizing Marketing Doesn’t Always Work

Whether to localize global-brand marketing programs remains one of the most contentious debates in multinational organizations. On the one hand, local brand managers typically argue that consumer habits in their market are different, their consumers’ purchase behavior is different, preferences and tastes are different, the media and the retail trade are different, and, therefore, their customers require unique, tailored, and delicate handling. The head office, meanwhile, takes the position that achieving scale justifies losing some local customers in return for global efficiencies.

Read more at https://hbr.org/2016/09/why-localizing-marketing-doesnt-always-work