The Mantra for Today's Global Marketing Strategies
The purpose of the article is to analyse the forces for driving the company towards 'Globalisation', respectively 'Localisation'. The cases in the article show that 'Glocalisation' (combination of 'globalisation' and 'localisation') can be often a good alternative for most companies going abroad.
Global Cmo - the Magazine, 2013, Vol 1, Issue 6, p. 30-39
International Marketing; Global Marketing; Glocalisation; Glocalization; Globalization; Localization