It’s the Customer, Stupid!
There was a time, not too long ago, when “global” was a concept, but hardly a reality. As a corporation pushed its horizons beyond the relatively homogeneous local market, it encountered increased diversity and complexity, strange customs and even stranger legal environments. There were no global markets, no truly global products and few global brands. Corporations at best were multinational, jerry-built conglomerates of local institutions, each catering to relatively homogeneous local markets, each differing from the next.
By Robert Avila
| August 3, 2011
August 3, 2011