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 -- ...
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|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