Latest / unSILOed with Greg LaBlanc
618. Brand Global, Adapt Local: Insights with Katherine Melchior Ray
What challenges come with taking a marketing strategy global, and what strategies can be created to account for and even take advantage of differences from one market to another? How are differences in Japanese culture reflected in the buying practices of the population?Katherine Melchior Ray is a global marketing executive and consultant, who also teaches global marketing at UC Berkeley Haas School of Business, and is the author of the book Brand Global, Adapt Local: How to Build Brand Value Across Cultures.Greg and Katherine discuss the importance of both maintaining global brand…
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