Achieving “Glocal” Success (with Ilkka A. Ronkainen)
American Marketing Association, April 2014
Companies that have adopted this approach have incorporated the following four dimensions into their organizations.
Building a Shared Vision
The first dimension relates to a clear and consistent long-term corporate mission that guides individuals wherever they work in the organization. Examples of this are Johnson & Johnson’s corporate credo of customer focus; Coca-Cola’s mission of leveraging global beverage brand leadership “to refresh the world, inspire moments of optimism and happiness, create value and make a difference”; Nestlé’s vision ...
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