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New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization by Larry Light, Joan Kiddon

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1. Overview: A New Approach to Global Marketing

“[Globalization] represents the world’s best chance to enrich the lives of the greatest number of people.”

—William Wishard

Raising the Issues

It was a short letter to the editor of the New York Times that pushed a “hot-button” on the issue of globalization. On May 27, 2014, the New York Times published a letter that described the value of globalization if managed appropriately. The letter writer suggested that globalization provides us “awareness as a single entity.” He wrote “...if pursued wisely, it represents the world’s best chance to enrich the lives of the greatest number of people.”1

Embedded in the letter was an additional thought that is at the center of an ongoing debate: “How can we ...

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