| Tekijä: | Gadiesh, O. |
| Otsikko: | Risk-proofing your brand |
| Lehti: | European business forum EBF
2004 : SUMMER, 18, p. 82-83 |
| Asiasana: | Marketing Brands Globalization International Risk |
| Kieli: | eng |
| Tiivistelmä: | Global brands and manufacturers are facing new and growing forms of geopolitical risk. But such risks also present significant new opportunities. Companies have to think globally and market locally. To achieve that, they need to focus on three things: 1. Produce locally, brand locally, and shout about it, 2. build local operations and relationships, 3. keep centralized functions benefiting from global scale. |
SCIMA