Management Leadership

Dr. Hans-Willi Schroiff, vice-president of market research at Henkel, a German company, made the following observation about P&G’s multinational marketing strategy: ‘‘A strict globalization strategy like P&G’s [will not be] successful if ‘meaningful’ local brands are corpses on the battlefield. It caused severe share loose for P&G here in Europe. Consumers do not switch to the global brand, but to another brand that looks more like ‘home’ to them.’’ Comment on this statement. Do you agree or disagree (and why)

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