Alternative multinational strategies: global

vs. local
• Framework for Assessing Multinational
Strategies
– Global
– Local
– Mixed
 Table 14.8 A Framework for Alternative
Global Marketing Strategies

PRODUCT COMMUNICATON
STRATEGY STRATEGY

STANDARDIZED LOCALIZED
COMMUNICATIONS COMMUNICATIONS

STANDARDIZED Global strategy: Mixed Strategy:

PRODUCT Uniform Product/ Uniform Uniform Product/
Message Customized Message

LOCALIZED Mixed strategy: Local Strategy:

PRODUCT Customized Product/ Customized Product/
Uniform Message Customized Message

Copyright 2007 by Prentice Hall

 Are Global Brands Different?
• According to a survey – yes.
• Global brands have:
– Quality signal
– Global myth
– Social responsibility

Copyright 2007 by Prentice Hall

Multinational Reactions to Brand Extensions

• A global brand does not always have success

with brand extensions
• Example Coke brand extension – Coke
popcorn
– Eastern culture saw fit and accepted the brand
extension
– Western culture did not see fit

Copyright 2007 by Prentice Hall

Cross-Cultural Psychographic Segmentation

The only ultimate truth possible is that humans

are both deeply the same and obviously
different.

Copyright 2007 by Prentice Hall