'Glocalisation': The Mantra for Today's Global Marketing Strategies

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    Abstrakt

    The purpose of the article is to analyse the forces for driving the company towards 'Globalisation', respectively 'Localisation'. The cases in the article show that 'Glocalisation' (combination of 'globalisation' and 'localisation') can be often a good alternative for most companies going abroad.
    OriginalsprogEngelsk
    TidsskriftGlobal CMO - The Magazine
    Vol/bind1
    Udgave nummer6
    Sider (fra-til)30-39
    Antal sider10
    StatusUdgivet - 5. aug. 2013

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