Martin Schiere
Principal, Consumer Goods Lead, Glocalities, The Netherlands
The East Asian markets of China, Japan, and South Korea make up to 24% of the world’s economy nowadays. Although they share a common history and culture to a certain extent, the social cultural differences...
Three key steps to building brands across markets
Building brands across markets entails making trade-offs between centralised and localised branding and communication campaigns. These trade-offs are seldom based on a quantified and objective framework that assesses the extent to which markets differ and...