Developing a glocalisation strategy: Experiences from Henkel’s product launches in the Middle East and Europe

Svend Hollensen, Christian Schimmelpfennig

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

The glocalisation strategy strives to achieve the slogan, ‘think globally but act locally’, through dynamic interdependence between headquarters and subsidiaries and/or local intermediaries around the world. Companies following such a strategy coordinate their efforts, ensuring local flexibility while exploiting the benefits of global integration. The challenge is to balance the local knowledge with global reach. In the case of Persil Abaya Shampoo (for the Middle East market) and Persil Black Gel (for the European market), Henkel chose a strategy that successfully benefitted from the ‘economies of scope’ in the purchasing department as well as in production and packaging. But by using an adapted product communication, plus individualised packaging designs, product positionings and marketing communications for the two regions, Henkel honoured the cultural heteroge-neity of its target markets and used Persil Abayas’ particular significance in the Arab world to its advantage. The results document that it has been possible for Henkel’s Persil to gain competitive advantages in terms of higher market shares, with the ‘glocalisation strategy’ in the (Middle East) liquid detergent market.
Original languageEnglish
JournalJournal of Brand Strategy
Volume4
Issue number3
Pages (from-to)201-211
ISSN2045-855X
Publication statusPublished - 12. Nov 2015

Keywords

  • Glocalisation
  • Global Marketing

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