(With Ilkka A. Ronkainen)Originally Published by the American Marketing Association: April 2014
Many of the most successful global companies have adopted an organizational approach that provides clear global strategic direction along with the flexibility to adapt to local opportunities and requirements. The term “glocal” has been coined to describe this approach. Big and small organizations have the scale and resources of a global powerhouse, but also the speed, creativity and agility of a fresh, new startup.
Companies that have adopted this approach have incorporated the following four dimensions into their organizations. ...
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