Answers are grounded in this paper and cite their sources.
In view of the accelerated move of great corporations towards global marketing, the strategic changes of such companies raise interesting questions. Is marketing globalization reaching its limits after years of implementation? Is it time for companies to rethink their strategies and move back, like Coca-Cola, to a multi-domestic marketing approach?
No takes yet. Share an insight, caveat, or question.
Isabelle Schuiling (2001) studied this question.
Synapse has enriched 10 related papers. Consider them for comparative context: