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Globalisation (standardisation) meaning both the product and its marketing remain the same globally across markets

Localisation (differentiation) meaning product and marketing are adapted to the local market and culture

Glocalisation: mix of strategies, eg. Persil black and persil abaya which is the same product but with a different packagin and communication in the respective countries/regions

Is most useful when there are similar market segments with similar needs across countries, when business customers have converging expectations

advantages are cost reduction, improved (easier) planning and control through centralisation, consistent image and builds a global brand

Best to pursue when countries have distinct national preferences, there are laws and regulations in place, national infrastructure differs, living standards and economy is different

advantages are customer needs are met more accurately, there is unique appeal, greater succes in combating customer resistance

the macro-environment (legislation, economy, political infrastructure, culture, education, language)

micro-environment (competition, organisational structure, marketing department (relationship with external agencies?) identity and image of the brand)

consumer (taste, habits, behaviour, experiences, homogeneous)

To develop coss cultural literacy

• employ host country nationals

• intercultural executives

• use local advertising agency to gain insights and local sales force if you want personal selling