Balancing Global Synergies and Local Responsiveness

Bodo B. Schlegelmilch
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Bodo B. Schlegelmilch: Vienna University of Economics and Business

Chapter 4 in Global Marketing Strategy, 2022, pp 83-103 from Springer

Abstract: Abstract This chapter focuses on the tension between global synergies and local responsiveness, which dominates many global marketing and strategy decisions. We start with a review of forces that encourage global integration and then look at forces pushing companies toward local responsiveness. Subsequently, we introduce two frameworks that help managers maneuver through the global versus local tension, namely, the integration-responsiveness framework and the AAA Triangle. Next, we briefly discuss the potential of regional strategies as middle ground between a global and local focus. Having laid the foundations, the remaining discussion focuses on how managers can best achieve a balance between local responsiveness and global synergies. The chapter concludes with a list of instruments facilitating global marketing integration and arguments in support of local marketing autonomy.

Keywords: Global integration; Local adaptation; Economies of scale and scope; IR framework; AAA Triangle; Regional strategies; Empowering local marketing (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-90665-8_4

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DOI: 10.1007/978-3-030-90665-8_4

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