Conclusion
Acting local in a way that the regional markets respect you is an element of globalism. There is an attractiveness of brands that can balance the global and the local factors. If a company was local and that was the advantage, it would be about positioning the company to be a local company. However, the research shows that the advantage belongs to the most global company that has the cultural positioning savvy. Cultural positioning is essential to localization and to gain the respect of the consumer, but demonstration of global capability and the sensibilities of the global markets ensures long-term success.
To win in the long term, a company needs to focus on its skills and its processes to ensure its localness is in sync ...
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