By the looks of things, Americans are still not making many friends overseas. According to recent studies, many global brands aren’t having an easy time shaking off their “American-ness” as they aim to win over new audiences, either. How can a brand manager feel protected? Bain’s Alan Colberg and Orit Gadiesh say the answer is to localize.
Authors: Alan Colberg, Orit Gadiesh
Subjects: Marketing / Sales, Strategy