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Excerpt: Nano Tool:
Some companies approach global brands by retaining complete control over branding, marketing, distribution, communication, and pricing. Others leave those decisions up to local players. But most use a hybrid approach, balancing corporate control with some measure of local autonomy. How can you determine the best approach for your company? It always starts by looking at your customers’ current and future desires and needs. By approaching each brand decision from the customer’s perspective, you can choose a blend of global control and local touch based on which does a better job of serving your customers.
Read full article via Going Global? — Wharton@Work October 2012.