Harvard Business Review

MARCH 12, 2012

For example, GE developed an ultra-low-cost ultrasound for rural China which is now marketed in over 100 countries. Logitech developed an affordable mouse for the China market which sells for (the Chinese equivalent of) $19.99 Phase 2: Glocalization. and which they now sell in Europe and the U.S.

Glocalization 11

Glocalization Mass Marketing P&L Globalization 11

Harvard Business Review

MARCH 29, 2013

With increasing heterogeneity in every market and global exposure just one tweet away, all brands, even local ones, must begin to think globally or suffer the consequences. Though the ad never aired in China, the use of Gere, a pro-Tibet activist, outraged Chinese consumers and caused Fiat to lose traction in the booming Chinese auto market.

Advertising 8

Advertising Glocalization Globalization Brand 8

Harvard Business Review

APRIL 16, 2012

market share of more than 80%, with Schick a distant second. But that is not the story in developing markets, where these top-of-the-line products don't fare nearly as well. So how is it that Gillette has over 50% market share in India — the world's largest shaving blade market by volume?

Innovation 13

Innovation Glocalization Supply Chain Retail 13

Harvard Business Review

JULY 23, 2013

One solution to this tension is to pursue what we call glocal advertising strategy — locally adapting a universally embraced core idea that will resonate in any market anywhere in the world.". The key question for global brands is, "How can marketers pull it off consistently?". It''s not easy to do, however.

Brand 8

Brand Globalization Advertising Storytelling 8