Many widely accepted theory of management-related policy statements, branding and advertising Western inventions that do not translate when companies go global. That plays well at home can not go down, and in the environment. The author recommends that the company conducts a full review of all of its global marketing strategy - from its mission and vision, to its portfolio, positioning and use of the product, its communication and advertising campaigns. During the discussion, it challenges leaders to let their preconceived ideas and insist on consistency and standardization that they can think of being cost-effective, but in reality can never be scratched consumers where they itch. To be truly effective, a global marketing strategy should be formulated not culture-related values of a particular company, but the values of stakeholders in all countries where the company operates. If not interested in another place may have difficulty identifying with the company. "Hide
by Marieke de Mooij Source: IESE-Insight Magazine 8 pages. Publication Date: June 15, 2010. Prod. #: IIR026-PDF-ENG
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