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

Isabelle Schuiling
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Isabelle Schuiling: Maitre de Conference at IAG, Universite Catholique de Louvain which is a CEMS member school

Symphonya. Emerging Issues in Management, 2001, issue 1 Brand Equity

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 DOI: http://dx.doi.org/10.4468/2001.1.08schuiling (search for similar items in EconPapers)
Date: 2001
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