3 Globalization: Lenovo, Google, Unilever, and IBM
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The world is flat. |
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| --Thomas Friedman | ||
In the last chapter, we discussed the importance of six factors of becoming a globally integrated enterprise. This new world is a tricky one; marketers need to understand it and study case studies and examples. A Price Waterhouse report on pharmaceuticals pointed out that diseases now take on different forms depending upon where you are around the globe. This means you can’t package a drug and say that the drug works globally, because it actually has to be adapted. The same is true of marketing. The secret is to figure out when you need to change and when you need to manage elements globally. This chapter includes four case studies ...
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