As the four of us have been talking about for the past several weeks, it’s obvious that people’s consumption patterns are determined by the cultural fiber they tend to follow, especially the original culture seems to be a strong influence.
We’ve mentioned some interesting results of brands expanding their business abroad. Unlike those who probably refused to adapt local habits and for whom global expansion turned out to be a major fiasco. A broach bunch of extending companies gained themselves some global success, e.g. Nokia’s anti-dust phone in India; Some were even able to establish themselves as a part of the prevailing culture, indeed Coca Cola is a universal concept.
Anyway how successful and influential those local brands may be overseas, we can conclude that they’ll always lose a part of their original identity. Although global brands think global, they act very local.
We’ve mentioned some interesting results of brands expanding their business abroad. Unlike those who probably refused to adapt local habits and for whom global expansion turned out to be a major fiasco. A broach bunch of extending companies gained themselves some global success, e.g. Nokia’s anti-dust phone in India; Some were even able to establish themselves as a part of the prevailing culture, indeed Coca Cola is a universal concept.
Anyway how successful and influential those local brands may be overseas, we can conclude that they’ll always lose a part of their original identity. Although global brands think global, they act very local.
Sien De Neve
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