Please go to the link and read the article on pp30-39 of a digital magazine (Global CMO). The article is by leading international marketing strategy scholar Professor Svend Hollensen (author of ‘Global Marketing – A Decision Oriented Approach, Pearson).
- By applying the concepts of glocalisation outlined in Hollensen’s article what Top 5 tips would you give Coca Cola’s management to achieve a successful entry for future launches into your home market. Share any examples you can.
- Hofstede defines culture as “the collective programming of the mind distinguishing the members of one group or category of people from others”. To what extent do you feel this is a valid view for marketers to consider in this era of glocalisation and why?
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