“Globalisation (coined by my management hero Peter Drucker back in the 1950s) is the concept of a rapid increase in cross-border movement of goods, service, technology and capital, in doing so making many things more similar from country to country. This suggests a homogeneous approach to product design and brand management across the globe – no doubt that the world is getting smaller but its not that simple as people’s tastes, values and cultures are invariably linked to the products they consume and even the philosophy of consumerism changes from region to region. The most successful international brands learn how to localise well.”
Excerpt from a speech given by Richard Brooks (CEO K International)
at Cranfield School of Management.