CHAPTER 9

Globalization: Learning to Tailor the Customer Experience to New Markets

In Lewis Carroll’s Through the Looking Glass, Alice finds herself running alongside the Red Queen (a chess piece), but no matter how fast they run, they never pass anything. Finally, they stop:

Alice looked round her in great surprise. “Why, I do believe we’ve been under this tree the whole time. Everything’s just as it was.”

“Of course it is,” said the Queen. “What would you have it?”

“Well, in our country,” said Alice, still panting a little, “you’d generally get to somewhere else—if you ran very fast for a long time as we’ve been doing.”

“A slow sort of country.” said the Queen. “Now, here, you see, it takes all the running you can do, to keep in the same place. ...

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