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.

1. Global
and local

3. Example # 1

4. 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.

5. www.linkedin.com/hp/update/6211922053738565632

6. Further inspiration
http://www.slideshare.net/frankcalberg/nigeria-37667606

7. Example # 2

8. 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.

9. Further inspiration
http://www.slideshare.net/frankcalberg/china-19154166

10. Example # 3

11. 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.

12. 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.

13. Further inspiration
http://www.slideshare.net/frankcalberg/india-3549567

14. Example # 4

15. 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

16. Example # 5

17. 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.

18. 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.

19. 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.

20. Further inspiration
https://www.teacherspayteachers.com/Product/What-do-great-teachers-do-2178430

21. Example # 6

22. 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.

23. Learning strategies
https://www.teacherspayteachers.com/Product/Learning-strategies-1487708

24. Example # 7

25. http://www.gsk.com/ 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

26. Example # 8

27. http://www.nestle.com/ 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/

28. 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

29. 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.

30. 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

31. 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

32. Further inspiration
https://www.teacherspayteachers.com/Product/Farming-innovation-1711981

33. Example # 9

34. A https://www.starbucks.com/ 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

35. FukuokaStarbucks
http://realbusiness.co.uk/article/27492-how-starbucks-adapts-to-local-tastes-when-going-abroad

36. Further inspiration
https://www.teacherspayteachers.com/Product/Japan-1651244

37. Example # 10

38. McDonald’s serves vegetarian burgers
in India and spicy ones in Mexico.
http://www.economist.com/node/18584204

39. 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.

40. Example # 11

41. 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

42. Further inspiration
https://www.teacherspayteachers.com/Product/How-can-we-reimagine-the-restaurant-experience-1453613

43. Example # 12

44. 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

45. Example # 13

46. 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

47. Global is music, social media,
information and news.
http://www.virgin.com/music/why-global-v-local-holds-the-key-to-radios-future

48. Further inspiration
https://www.teacherspayteachers.com/Product/How-can-music-help-people-1380375

49. Example # 14

50. The production of http://www.nike.com/ 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

51. Example # 15

52. 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.

53. 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.

54. 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.

55. Example # 16

56. www.ge.com has 420 factories
around the world giving us
tremendous flexibility.
We used to have 1 site to make
locomotives. Now we have
multiple global sites.
http://fortune.com/2016/05/20/ge-immelt-globalization/
Jeff Immelt