Partager :

Vidéo Jan 23, 2025

Local Responsiveness vs. Global Integration

Ready to take your business on a world tour? Let's figure out what to pack in your strategy suitcase? And to do so, we need to learn about local responsiveness and global integration.

Imagine you've crafted the world's tastiest taco, and now you want to sell it from Mexico to Tokyo. This is a good example to explain high local responsiveness. You've got to localize to the local menu. Right? And McDonald's mastered this by offering the teriyaki McBurger in Japan or the McLeod tiki in India. Potato burger, anyone?

But sometimes you don't need to change a thing. Take, luxury brands like Rolex, whether you're in New York or Nairobi. Everybody expects the same position and prestige. That's called low local responsiveness at its finest.

Now we know what local responsiveness is, so let’s talk about global integration.

This has to do with how you spread your business wings. High global integration looks like IKEA, hunting blue and yellow mega stores worldwide. You can't really sell IKEA without an IKEA store. On the other end, Adobe keeps it digital, selling software from one global platform, no storefront needed. That's called low global integration, where you reach your global users from home base. So whether you're tweaking your TACoS or enabling software, your pods or services alignment to local responsiveness and global integration could mean the difference between a business boom or bust.

Tune in next time as we impact more secrets to successful global strategies. And until then, keep marketing like this. No man.