From the course: Global Strategy
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Local adaptation versus global consistency
From the course: Global Strategy
Local adaptation versus global consistency
- The well known proverb, "When in Rome, do as the Romans do." is a dangerous half truth. It is true in that it calls for being sensitive to local norms, values, preferences, and other nuances. At the same time, it is dangerous in that it overlooks the fact that as a foreigner, you can never beat the Romans at the fine art of being a Roman. For multinational companies, the way to beat local competitors is to make sure that their global advantages will more than compensate for the fact that they can never really be more local than the locals. In short, the goal for multinational companies must always be a judicious blending of global consistency and local adaptation rather than one or the other extreme. Take the Pizza Hut chain, which has been extremely successful in both developed and emerging markets, Pizza Hut is adamant that all outlets worldwide use identical baking ovens to ensure that the crust is baked just…
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