By John A. Quelch and Katherine E. Jocz
Publication Date: February 2012
What do you think about waking up and brushing your teeth with tea-flavored toothpaste? Not your cup of tea? Well Colgate is hoping that for billions of Chinese, they’ll love the idea. Colgate is one of the many global companies profiled in the book, “All Business is Local.”
It’s a given that technology makes it easy for companies like Colgate, Google and McDonald’s to have a worldwide presence. But the authors say consumers don’t make purchases based on a global strategy; they just want the best products and the best experience in the area they know best — their own neighborhoods.
Building on the theme that “all politics is local,” marketing experts John A. Quelch and Katherine E. Jocz explore how dozens of international companies are using a local-focused strategy and turning global brands into leading local brands.