Logistics and Supply Chain Management, 4th Edition

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Global brands and companies now dominate most markets. Over the last two

decades there has been a steady trend towards the worldwide marketing of prod-

ucts under a common brand umbrella – whether it be Coca-Cola or Marlborough,

IBM or Toyota. At the same time the global company has revised its previously

localised focus, manufacturing and marketing its products in individual countries,

and now instead will typically source on a worldwide basis for global production

and distribution.

The logic of the global company is clear: it seeks to grow its business by

extending its markets whilst at the same time seeking cost reduction ...