International & Global Marketing: Concepts and Frameworks

Global Strategy

Levitt's 1983 provocation that technology converges tastes, favoring standardized global offers over local adaptation.

The core global-marketing tension: economies of one global playbook vs. resonance of local tailoring.

The hybrid answer: globally consistent strategy and assets, locally adapted execution ('think global, act local').

The ladder of commitment: exporting, licensing, franchising, joint ventures, and wholly owned subsidiaries.

Six measured dimensions (power distance, individualism, uncertainty avoidance…) for comparing how cultures differ.

Beyond translation: recreating message, imagery, and idiom so the intended effect survives the culture crossing.

The halo (or drag) a product gains from where buyers believe it comes from, 'German engineering', 'Italian design'.

Navigating purchasing-power differences, gray markets, duties, and distribution structures across borders.