Why global companies need to start thinking local

02/22/2012 | Advertising Age (tiered subscription model)

Multinational companies must learn to act like local firms, write Katherine Jocz and John Quelch. The best global companies -- McDonald's, HSBC, IBM -- develop community ties and customize their offerings to local needs. "Even the most global business must win sales one by one, with boots on the ground," Jocz and Quelch write.

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