Abstract
This chapter focuses on the tension between global synergies and local responsiveness, which dominates many global marketing and strategy decisions. We start with a review of forces that encourage global integration and then look at forces pushing companies toward local responsiveness. Subsequently, we introduce two frameworks that help managers maneuver through the global versus local tension, namely, the integration-responsiveness framework and the AAA Triangle. Next, we briefly discuss the potential of regional strategies as middle ground between a global and local focus. Having laid the foundations, the remaining discussion focuses on how managers can best achieve a balance between local responsiveness and global synergies. The chapter concludes with a list of instruments facilitating global marketing integration and arguments in support of local marketing autonomy.
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Notes
- 1.
Ambos and Schlegelmilch (2007).
- 2.
WTO (n.d.).
- 3.
The Economist (2019).
- 4.
Cairncross (1997).
- 5.
Euromonitor International (2020).
- 6.
Schlegelmilch (2019).
- 7.
Ambos and Schlegelmilch (2010).
- 8.
Cole (2014).
- 9.
Levitt (1983).
- 10.
Friedman (2006).
- 11.
Petricevic and Teece (2019).
- 12.
Limam (2020).
- 13.
Peng et al. (2017).
- 14.
Petricevic and Teece (2019, p. 1504).
- 15.
- 16.
Ghemawat (2001).
- 17.
Schlegelmilch et al. (2016).
- 18.
Waldmeir and Lucas (2011).
- 19.
Lamont and Fontanella-Khan (2011).
- 20.
Li (2009).
- 21.
McGrath et al. (2013).
- 22.
Burkitt (2013).
- 23.
McGrath et al. (2013).
- 24.
BBC (2011).
- 25.
McGrath et al. (2013).
- 26.
Stoebe (2013).
- 27.
Gineikiene et al. (2016, p. 93).
- 28.
Dye and Stephenson (2010).
- 29.
Lawrence and Lorsch (1967).
- 30.
Porter (1980).
- 31.
Miles et al. (1978).
- 32.
Prahalad and Doz (1987).
- 33.
Bartlett and Ghoshal (1989).
- 34.
Roth and Morrison (1990).
- 35.
Ghoshal and Nohria (1993).
- 36.
Bartlett and Ghoshal (1989).
- 37.
Ghemawat (2007).
- 38.
Adapted from Ghemawat (2007).
- 39.
Ambos and Schlegelmilch (2010).
- 40.
Rugman (2005).
- 41.
Osegowitsch and Sammartino (2008).
- 42.
Tallman and Li (1996).
- 43.
Hitt et al. (1997).
- 44.
Ghoshal (1987).
- 45.
Bartlett and Ghoshal (2002).
- 46.
Das (1993, p. 38).
- 47.
Ghoshal and Nohria (1993).
- 48.
Ghemawat (2007).
- 49.
Dewhurst et al. (2011).
- 50.
Keegan and Schlegelmilch (2001).
- 51.
Quelch and Hoff (1986).
- 52.
Laroche et al. (2001).
- 53.
PWC (2016, p. 19).
- 54.
Fromowitz (2017).
- 55.
Bouquet et al. (2015).
- 56.
Ambos et al. (2006).
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Schlegelmilch, B.B. (2022). Balancing Global Synergies and Local Responsiveness. In: Global Marketing Strategy. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-90665-8_4
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