Published by:
Harvard Business Publishing
Length: 6 pages
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Abstract
"Think global, act local" goes the saying. But Gurcharan Das, who helped build Vicks Vaporub into what is now one of Procter & Gamble''s most successful Indian brands, believes that "think local" is at least equally good advice. The key to all business success, he argues, is local passion. The most successful global brands, Das argues, are those that make best use of the rich experience their geographical diversity gives them. Business truths are invariably local in origin, but they are often expressions of fundamental human needs that are the same worldwide. Flexible, open-minded managers can take local insights with a universal character and make them global.
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Abstract
"Think global, act local" goes the saying. But Gurcharan Das, who helped build Vicks Vaporub into what is now one of Procter & Gamble''s most successful Indian brands, believes that "think local" is at least equally good advice. The key to all business success, he argues, is local passion. The most successful global brands, Das argues, are those that make best use of the rich experience their geographical diversity gives them. Business truths are invariably local in origin, but they are often expressions of fundamental human needs that are the same worldwide. Flexible, open-minded managers can take local insights with a universal character and make them global.