Global flows: The ties that bind in an interconnected world
Economic and political turbulence have prompted speculation that the world is already deglobalizing. But the evidence suggests that global integration is here to stay, albeit with nuance.
Content: Article | Authors: Hamid Samandari, Jeongmin Seong, Jonathan Woetzel, Michael Birshan, Olivia White, Sven Smit, Tiago Devesa | Source: McKinsey Quarterly | Subjects: Economics, International, Trade
Building Brands in Emerging Markets
Companies that harness word-of-mouth effects, emphasize in-store execution, and get their brands onto shoppers’ short lists for initial consideration are more likely to capture the loyalty of emerging-market consumers.
Content: Article | Authors: Jean-Frederic Kuentz, Jeongmin Seong, Yuval Atsmon | Source: McKinsey Quarterly | Subjects: International, Marketing / Sales