LDRLB

SEPTEMBER 12, 2013

Ajay is a technologist and business strategist who often obsesses over issues that range from the impact of technology on disruptive business models to entrepreneurship and impact investing. Common marketing theories from the 4Ps to the 5Cs have failed when trying to engage the BoP. You can find him at [link].].

Competitive Advantage 154

Competitive Advantage Prahalad Blue Ocean Strategy Glocalization 154

Harvard Business Review

MARCH 12, 2012

For example, GE developed an ultra-low-cost ultrasound for rural China which is now marketed in over 100 countries. Logitech developed an affordable mouse for the China market which sells for (the Chinese equivalent of) $19.99 Phase 2: Glocalization. and which they now sell in Europe and the U.S.

Glocalization 13

Glocalization Mass Marketing P&L Globalization 13

Harvard Business Review

APRIL 16, 2012

market share of more than 80%, with Schick a distant second. But that is not the story in developing markets, where these top-of-the-line products don't fare nearly as well. So how is it that Gillette has over 50% market share in India — the world's largest shaving blade market by volume?

Innovation 15

Innovation Glocalization Supply Chain Retail 15

Harvard Business Review

MARCH 29, 2013

With increasing heterogeneity in every market and global exposure just one tweet away, all brands, even local ones, must begin to think globally or suffer the consequences. Though the ad never aired in China, the use of Gere, a pro-Tibet activist, outraged Chinese consumers and caused Fiat to lose traction in the booming Chinese auto market.

Advertising 8

Advertising Glocalization Globalization Brand 8

Harvard Business Review

JANUARY 19, 2012

Both parties are to this extent "glocal" — global and local. Marketing once specialized in advertising and packaging that was identical everywhere. Surely, it has something to do with new communications technology. How will it change various goods and services, produce categories, promotion, marketing, and so on?

Trends 15

Trends Glocalization Advertising Godin 15