| Audience: | Directors/Managers |
| Duration: | 4 hours |
| Location: | Miami Business School, University of Miami |
In today’s dynamic international marketplace, companies must strive to provide products and services which meet the highly specific needs of their target markets. Easy access to information, the smooth international flow of goods and services and the rise of the “on-demand” economy mean that international customers expect and demand that companies’ product and service offerings will meet their detailed tastes, desires and preferences. By the same token, lower barriers to entry and ever-fiercer competition provide customers with almost limitless choices when searching for products that fit their exact needs.
Yet, in most cases, the time, money and effort required to provide highly localized or individualized products make such extreme product localization prohibitive and, thus, we see significant pushback among companies seeking to control costs and streamline processes by globalizing their products.
Indeed, in recent years, the question of globalization vs. localization of products has become the most important strategic topic debated in international marketing circles.
This module will examine the various approaches to the globalization vs. localization dilemma. How can companies balance the various marketing and financial forces at play and be cost-effective while still satisfying the needs of an increasingly demanding marketplace?
Topics to be discussed include:
Cases
Ben and Jerry’s – Japan
