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Géopolitique
- Marques locales : Risques et opportunités géopolitiques -
Global
brands and manufacturers are facing new and growing forms of geopolitical
risk...
Risk-proofing
your brand
European Business Forum 06/04
"Global brands and manufacturers are facing
new and growing forms of geopolitical risk. But such risks also
present significant new opportunities..."
"...Companies cannot localise their roots. But they
can build strong, national and regional companies. They can
produce, package, brand and communicate, on a local basis. And
they can take advantage of centralised R&D, management
training, cultural values, and opportunities for
crossfertilisation of product ideas. Put simply, they have to
think globally and market locally. To achieve that, they need to
focus on three things:
- Produce
locally, brand locally, and shout about it One size no longer fits
all. In fact, the reverse is true. So, for example..."
- Build
local operations and relationships In other words, don’t go
native, become native..."
- But
keep centralised those functions benefiting from global scale For
example, by creating a strong central resource for shared values,
training and R&D..."
"...The key, of course, is in striking the right balance. To
reduce the risk of backlash, firms must grow ever-stronger local
presences. Yet they must also harness the resources of a robust
central organisation that continues to enrich the brand.
In short, operating from both a global and local perspective requires
much of the CEOs of today’s multinationals. Like actors, they must
master many roles to serve many markets. To succeed on the world’s
new stage, they must ensure that their businesses have the experience,
improvisational skills, and sense of purpose to build their brand
power – and also riskproof it."
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