Question
Select two large multinational enterprises that you are familiar with, one consumer-oriented (e.g., Toyota) and one industrial (e.g., BASF). Then discuss the pressures for local
Select two large multinational enterprises that you are familiar with, one consumer-oriented (e.g., Toyota) and one industrial (e.g., BASF).
Then discuss the pressures for local responsiveness and global integration faced by each firm. Which experiences the greater pull toward local responsiveness,why?
Which faces a greater need for global standardization, why?
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Marketing Research
Authors: Alvin C. Burns, Ronald F. Bush
7th edition
0133074676, 978-0133074673
