Globalization
and
localization
Example # 1
Vijay Mahajan: Africa Rising, p. 135.
In Nigeria, where 3.5 million babies are born every year,
Unilever distributes 1 mil...
Further inspiration
http://www.slideshare.net/frankcalberg/nigeria-37667606
Example # 2
http://www.mckinsey.com/insights/marketing_sales/think_regionally_act_locally_four_steps_to_reaching_the_asian_consumer
P&...
Further inspiration
http://www.slideshare.net/frankcalberg/china-19154166
Example # 3
http://www.mckinsey.com/insights/marketing_sales/think_regionally_act_locally_four_steps_to_reaching_the_asian_consumer
No...
http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4358
Intensive customer research and feedback
determine the...
Further inspiration
http://www.slideshare.net/frankcalberg/india-3549567
Example # 4
We don't think localization is just about local hiring,
local tax contribution, and localized products.
Our view is that t...
Further inspiration
https://delicious.com/frankcalberg/crowdsourcing
Example # 5
http://www.strategy-business.com/article/00093?pg=all
One innovation that came out of India is the solar-
powered coolers....
http://knowledge.wharton.upenn.edu/article/coca-cola-on-the-yangtze-a-corporate-campaign-for-clean-water-in-china/
The Wor...
Vijay Mahajan: Africa Rising, p. 102.
In Morocco, The Coca-Cola Company sponsored its
own university, teaching shopkeepers...
Further inspiration
http://www.slideshare.net/frankcalberg/educator-roles
Example # 6
https://hbr.org/2007/02/cocreating-businesss-new-social-compact
When BP sought to market a duel-fuel portable
stove in Ind...
https://hbr.org/2007/02/cocreating-businesss-new-social-compact
The system allowed BP to bring the innovative
stove to a g...
https://hbr.org/2007/02/cocreating-businesss-new-social-compact
The company sold its stoves profitably, the NGOs
gained ac...
Further inspiration
https://groups.google.com/forum/?fromgroups#!forum/renewableenergydevelopment
Example # 7
Vijay Mahajan: Africa Rising, page 93.
For Coartem [an antimalarial drug], Novartis has created
extensive educational mate...
Further inspiration
http://www.slideshare.net/frankcalberg/learning-strategies-11478939
Example # 8
Creating entry-level goods for emerging
markets and then quickly and cheaply
repackage them for sale in rich nations,
wher...
Example # 9
GlaxoSmithKline has enlisted midwives
to distribute specialized vaccines to
infants in the Philippines.
http://www.mckinse...
Further inspiration
http://www.slideshare.net/frankcalberg/philippines-45803935
Example # 10
Nestlé taps into the technologies and
expertise of more than 1 million
researchers around the world.
http://itssaulconnect...
http://hbswk.hbs.edu/item/5529.html
Since World War II, Nestlé's milk has by
and large been produced by thousands
of small...
Nestlé has provided the technology, training, and
supply-chain investments to make it possible for
the small farmer to pro...
In Brazil, Nestlé engages rural women to operate
as distributors. They travel door-to-door demonstrating
product benefits ...
For the food industry, where cultural
sensitivities and local tastes are very
important, it's absolutely imperative that
w...
Further inspiration
http://www.slideshare.net/frankcalberg/farming-innovation
http://www.slideshare.net/frankcalberg/good-...
Serve yourself, pay what you think is fair.
Thank you very much in advance for your crowdfunding contribution.
When you gi...
Example # 11
A Starbucks café in Fukuoka, Japan, is designed
with 2000 interlocking wood blocks, to give the
impression of a forest to ...
FukuokaStarbucks
http://realbusiness.co.uk/article/27492-how-starbucks-adapts-to-local-tastes-when-going-abroad
Further inspiration
http://www.slideshare.net/frankcalberg/japan-3602792
http://www.slideshare.net/frankcalberg/buildings-...
Example # 12
McDonald’s serves vegetarian burgers
in India and spicy ones in Mexico.
http://www.economist.com/node/18584204
Vijay Mahajan: Africa Rising, p. 90.
In crowded cities, delivery is essential for
businesses from fast food to groceries. ...
Further inspiration
http://www.slideshare.net/frankcalberg/egypt-28117734
Example # 13
The secret to the success KFC in
China can be traced to its use of
local ingredients - both in its
management team and on ...
Further inspiration
http://www.slideshare.net/frankcalberg/reimagine-the-restaurantexperience
Example # 14
We customize our international flavors to suit
local preferences, and 20% of our overall menu
is localized. World over, th...
Example # 15
Radio stations create their own community.
A radio station is in fact “a family”, and the
listener is invited to become in...
Global is music, social media,
information and news.
http://www.virgin.com/music/why-global-v-local-holds-the-key-to-radio...
Further inspiration
http://www.slideshare.net/frankcalberg/the-power-of-music-33790370
Example # 16
The production of Nike footwear and apparel is
contracted to around 765 factories globally.
Materials for those products a...
Thank you for your interest. For further inspiration
and personalized services, please feel welcome to
visit http://frankc...
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Globalization and localization

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Example # 1: Unilever.
Example # 2: P&G.
Example # 3: LG.
Example # 4: Huawei.
Example # 5: Coca-Cola.
Example # 6: BP.
Example # 7: Novartis.
Example # 8: GE Healthcare.
Example # 9: GlaxoSmitKline.
Example # 10: Nestlé.
Example # 11: Starbucks.
Example # 12: McDonald's.
Example # 13: KFC.
Example # 14: Pizza Hut.
Example # 15: Virgin radio.
Example # 16: Nike.

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Globalization and localization

  1. 1. Globalization and localization
  2. 2. Example # 1
  3. 3. Vijay Mahajan: Africa Rising, p. 135. In Nigeria, where 3.5 million babies are born every year, Unilever distributes 1 million free samples of products such as Pears baby lotion to mothers in maternity clinics and hospitals. The company has worked with the nurses and midwives association to educate mothers about baby care.
  4. 4. Further inspiration http://www.slideshare.net/frankcalberg/nigeria-37667606
  5. 5. Example # 2
  6. 6. http://www.mckinsey.com/insights/marketing_sales/think_regionally_act_locally_four_steps_to_reaching_the_asian_consumer P&G cut the price of Crest toothpaste more than 50% in China by reducing the cost of packaging, which is less important to consumers than being able to choose from a variety of flavours.
  7. 7. Further inspiration http://www.slideshare.net/frankcalberg/china-19154166
  8. 8. Example # 3
  9. 9. http://www.mckinsey.com/insights/marketing_sales/think_regionally_act_locally_four_steps_to_reaching_the_asian_consumer Noting, for example, that many Indians use their TVs to listen to music, LG introduced new models with better speakers and, to keep prices competitive, less costly displays.
  10. 10. http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4358 Intensive customer research and feedback determine the kind of adaptations to be made to products - the colour of refrigerators, for instance. The generous use of oil and strong spices such as turmeric in Punjabi cooking can stain pastel-colored appliances, which is why more intense shades do particularly well in that market.
  11. 11. Further inspiration http://www.slideshare.net/frankcalberg/india-3549567
  12. 12. Example # 4
  13. 13. We don't think localization is just about local hiring, local tax contribution, and localized products. Our view is that the next level of localization is about collaborating with the best local businesses in various disciplines and specialized fields, and integrating their innovation into our global value chain. http://www.huawei.eu/press-release/huawei-builds-global-value-chain-integrating-globalization-and-localization Ken Hu
  14. 14. Further inspiration https://delicious.com/frankcalberg/crowdsourcing
  15. 15. Example # 5
  16. 16. http://www.strategy-business.com/article/00093?pg=all One innovation that came out of India is the solar- powered coolers. We’re looking to expand that to other markets. There’s great engineering talent in India. Another product that shows promise is Minute Maid’s Pulpy, an orange juice with pulp that did extremely well in China. We expanded it into many countries.
  17. 17. http://knowledge.wharton.upenn.edu/article/coca-cola-on-the-yangtze-a-corporate-campaign-for-clean-water-in-china/ The World Wildlife Fund (WWF) works with Coca-Cola, which operates 39 bottling plants in China, to improve the water quality of the upper reaches of the Yangtze river, which provides China with 35% of its fresh water and is the longest river in Asia. For example, WWF and Coca-Cola work with rural farmers to reduce the runoff of animal waste into the river by turning pig waste into biogas, a type of fuel that can be used for cooking and heating.
  18. 18. Vijay Mahajan: Africa Rising, p. 102. In Morocco, The Coca-Cola Company sponsored its own university, teaching shopkeepers how to use Excel spreadsheets and training salespeople.
  19. 19. Further inspiration http://www.slideshare.net/frankcalberg/educator-roles
  20. 20. Example # 6
  21. 21. https://hbr.org/2007/02/cocreating-businesss-new-social-compact When BP sought to market a duel-fuel portable stove in India, it set up one such co-creation system with 3 Indian NGOs.
  22. 22. https://hbr.org/2007/02/cocreating-businesss-new-social-compact The system allowed BP to bring the innovative stove to a geographically dispersed market through myriad local distributors without incurring distribution costs so high that the product would become unaffordable.
  23. 23. https://hbr.org/2007/02/cocreating-businesss-new-social-compact The company sold its stoves profitably, the NGOs gained access to a lucrative revenue stream that could fund other projects, and consumers got more than the ability to sit down to a hot meal - they got the opportunity to earn incomes as the local distributors and thus to gain economic and social influence.
  24. 24. Further inspiration https://groups.google.com/forum/?fromgroups#!forum/renewableenergydevelopment
  25. 25. Example # 7
  26. 26. Vijay Mahajan: Africa Rising, page 93. For Coartem [an antimalarial drug], Novartis has created extensive educational materials and blister packs with illustrations to encourage proper use of the drugs. The company has even created comic books in different languages for children to raise awareness of malaria and discuss its prevention and treatment.
  27. 27. Further inspiration http://www.slideshare.net/frankcalberg/learning-strategies-11478939
  28. 28. Example # 8
  29. 29. Creating entry-level goods for emerging markets and then quickly and cheaply repackage them for sale in rich nations, where customers are increasingly hungry for bargains. http://www.businessweek.com/magazine/content/09_12/b4124038287365.htm
  30. 30. Example # 9
  31. 31. GlaxoSmithKline has enlisted midwives to distribute specialized vaccines to infants in the Philippines. http://www.mckinsey.com/insights/telecommunications/capturing_the_promise_of_mobile_banking_in_emerging_markets
  32. 32. Further inspiration http://www.slideshare.net/frankcalberg/philippines-45803935
  33. 33. Example # 10
  34. 34. Nestlé taps into the technologies and expertise of more than 1 million researchers around the world. http://itssaulconnected.com/archives/2009/05/law-of-large-numbers/
  35. 35. http://hbswk.hbs.edu/item/5529.html Since World War II, Nestlé's milk has by and large been produced by thousands of small farmers in developing countries.
  36. 36. Nestlé has provided the technology, training, and supply-chain investments to make it possible for the small farmer to produce good-quality milk, transport it, and sell it to the company. http://hbswk.hbs.edu/item/5529.html
  37. 37. In Brazil, Nestlé engages rural women to operate as distributors. They travel door-to-door demonstrating product benefits and selling directly to consumers. By creating incentives for local retail entrepreneurs rather than hiring salaried employees or franchise holders, the company reduces its need to monitor individual sales performance. http://www.bcg.com/impact_expertise/publications/files/Next_Billions_Business_Strategies_Enhance_Food_Value_Chains_Jan_2009.pdf
  38. 38. For the food industry, where cultural sensitivities and local tastes are very important, it's absolutely imperative that we delegate substantial authority to local management. Helmut Maucher http://www.strategy-business.com/article/19753?pg=all
  39. 39. Further inspiration http://www.slideshare.net/frankcalberg/farming-innovation http://www.slideshare.net/frankcalberg/good-leadership https://www.scribd.com/doc/36351220/Brazil
  40. 40. Serve yourself, pay what you think is fair. Thank you very much in advance for your crowdfunding contribution. When you give a tip / pay / donate, you help to 1. keep content openly accessible for anyone. 2. keep content free of advertisements. 3. support ongoing development - including updates to existing content as well as creation of new content. http://www.frankcalberg.com/thankyou
  41. 41. Example # 11
  42. 42. A Starbucks café in Fukuoka, Japan, is designed with 2000 interlocking wood blocks, to give the impression of a forest to fit with the spirit of Shintoism: honouring nature. http://realbusiness.co.uk/article/27492-how-starbucks-adapts-to-local-tastes-when-going-abroad
  43. 43. FukuokaStarbucks http://realbusiness.co.uk/article/27492-how-starbucks-adapts-to-local-tastes-when-going-abroad
  44. 44. Further inspiration http://www.slideshare.net/frankcalberg/japan-3602792 http://www.slideshare.net/frankcalberg/buildings-and-culture https://www.pinterest.com/frankcalberg/indoor-work-and-living-spaces
  45. 45. Example # 12
  46. 46. McDonald’s serves vegetarian burgers in India and spicy ones in Mexico. http://www.economist.com/node/18584204
  47. 47. Vijay Mahajan: Africa Rising, p. 90. In crowded cities, delivery is essential for businesses from fast food to groceries. The streets are congested, and parking is unavailable. Home delivery has emerged as the most important channel for sales. McDonald’s and other fast-food restaurants carry meals through traffic in Cairo on delivery scooters.
  48. 48. Further inspiration http://www.slideshare.net/frankcalberg/egypt-28117734
  49. 49. Example # 13
  50. 50. The secret to the success KFC in China can be traced to its use of local ingredients - both in its management team and on its menus. Sources http://www.bloomberg.com/news/2011-01-26/mcdonald-s-no-match-for-kfc-in-china-where-colonel-sanders-rules-fast-food.html http://resources.alibaba.com/topic/531563/KFC_s_localization_strategy_in_China_.htm https://www.mckinseyquarterly.com/Think_regionally_act_locally_Four_steps_to_reaching_the_Asian_consumer_2436
  51. 51. Further inspiration http://www.slideshare.net/frankcalberg/reimagine-the-restaurantexperience
  52. 52. Example # 14
  53. 53. We customize our international flavors to suit local preferences, and 20% of our overall menu is localized. World over, the toppings at Pizza Hut are mainly beef and pepperoni. But in India, where up to 60% of the people are estimated to be vegetarian, we have more variety in vegetarian toppings. Anup Jain http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4358
  54. 54. Example # 15
  55. 55. Radio stations create their own community. A radio station is in fact “a family”, and the listener is invited to become involved with the activities of this family, on a daily basis. http://www.virgin.com/music/why-global-v-local-holds-the-key-to-radios-future
  56. 56. Global is music, social media, information and news. http://www.virgin.com/music/why-global-v-local-holds-the-key-to-radios-future
  57. 57. Further inspiration http://www.slideshare.net/frankcalberg/the-power-of-music-33790370
  58. 58. Example # 16
  59. 59. The production of Nike footwear and apparel is contracted to around 765 factories globally. Materials for those products are supplied by hundreds more vendors. And those products use a palette of more than 16,000 materials. http://www.theguardian.com/sustainable-business/2014/jan/24/davos-2014-climate- change-resource-security-sustainability-day-three-live#block-52e25de2e4b0eef20140f0e4
  60. 60. Thank you for your interest. For further inspiration and personalized services, please feel welcome to visit http://frankcalberg.com Have a great day.
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