Local firms can compete with multinational companies if their actions firmly established in the local culture, and if they are moved from local strengths at the same time have a deep understanding of global production and consumption dynamics. Three areas where local firms can offer an alternative to the standard global products are products based on local culture, information, goods and products for similar local conditions and poor people around the world. Local firms should develop innovative point of view, the global and local vision, self-generated, and are not transferred and imitated marketing skills and practices, partnerships and alliances, as well as a favorable policy environment. Such firms can successfully travel the road of their alternative in the global arena. "Hide
on Guliz Germany Source: California Management Review 21 pages. Publication Date: July 1, 1999. Prod. #: CMR156-PDF-ENG
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