In This Chapter
• Understanding how globalization affects your brand
• Building a global brand
• Protecting your brand
• Respecting cultural differences
The world is shrinking, with companies outsourcing jobs and offshoring entire divisions, as well as individuals using cell phones and computers to communicate in real time across the globe. In addition, the changing economic and political systems of such emerging markets as China, India, and Eastern Europe have affected politics, business, and culture.
If there was any uncertainty about how interwoven the world economy is, the global financial crisis that started in the fall of 2008 removed those doubts.
Globalization can be seen as a threat (the loss of your ...