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.
Content: Article
Authors: Alan Colberg, Orit Gadiesh
Source: Brandweek.com
Subjects: Marketing / Sales, Strategy
Authors: Alan Colberg, Orit Gadiesh
Source: Brandweek.com
Subjects: Marketing / Sales, Strategy
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