Many Facets of Leadership, The

Chapter 22. Marketing Through Reconciliation: Global Brand, Local Touch

Fons Trompenaars and Peter Woolliams

Marketing professionals are becoming increasingly aware of the need to take account of culture when working in diverse markets. The issues of branding for different cultures and how to develop a marketing strategy for the global market are current fundamental questions for us all. Based on our recent research with Dr. Charles Hampden-Turner, we can now offer a new and effective proven methodology that addresses these challenges.

Let us first note that fundamental mistakes are still being made even at the most basic level of cultural differences, originating, for example, simply from language. When General Motors introduced the Chevy Nova, ...