October 2012 | Marketing
Nano Tools for Leaders® are fast, effective leadership tools that you can learn and start using in less than 15 minutes — with the potential to significantly impact your success as a leader and the engagement and productivity of the people you lead.
Contributor: George Day, PhD, The Geoffrey T. Boisi Professor, Professor of Marketing; Co-Director, Mack Center for Technological Innovation; Director, Emerging Technologies Management Research Program, The Wharton School, University of Pennsylvania
Use customer insights to make successful global branding decisions.
Some companies approach global brands by retaining complete control over branding, marketing, distribution, communication, and pricing. Others leave those decisions up to local players. But most use a hybrid approach, balancing corporate control with some measure of local autonomy. How can you determine the best approach for your company? It always starts by looking at your customers’ current and future desires and needs. By approaching each brand decision from the customer’s perspective, you can choose a blend of global control and local touch based on which does a better job of serving your customers.
To drive decisions about the most effective level of global and local strategies, use the ten Action Step questions, in conjunction with deep immersion in the new market. If your answers for existing and global markets differ greatly, you may need a more local approach. If answers are similar, a global strategy may be in order.
Nano Tools for Leaders® was conceived and developed by Deb Giffen, MCC, Director of Innovative Learning Solutions at Wharton Executive Education. It is jointly sponsored by Wharton Executive Education and Wharton’s Center for Leadership and Change Management, Wharton Professor of Management Michael Useem, Director. Nano Tools Academic Director, Professor Adam Grant.
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