Localization: The Revolution in Consumer Markets - For the past 25 years, the big winners in consumer markets have pursued standardization. But success for manufacturers now depends on their ability to stimulate sales and innovation by catering to local differences while maintaining scale efficiencies. In the end, standardization erodes strategic differentiation and leads toward commoditization -- ...
|Year of publication:||
|Authors:||Rigby, Darrell K. ; Vishwanath, Vijay|
Harvard business review : HBR. - Boston, Mass : Harvard Business School Publ. Corp, ISSN 0017-8012, ZDB-ID 23826. - 2006, p. 82-93
Rigby, Darrell K., (2008)
Vishwanath, Vijay, (2006)
GLOBAL BUSINESS - How to Win in Emerging Markets - Though competitive barriers in Asia, Latin America and Eastern Europe are many, a look at the companies that are thriving there reveals some secrets that make success more likely.
Shankar, Satish, (2008)
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