How can we work globally and locally?

Global and local

Example # 1

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.

Vijay Mahajan: Africa Rising, p. 135.

www.linkedin.com/hp/update/6211922053738565632

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

Example # 2

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. http://www.mckinsey.com/insights/marketing_sales/think_regionally_act_locally_four_steps_to_reaching_the_asian_consumer

Further inspiration

http://www.slideshare.net/frankcalberg/china-19154166

Example # 3

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. http://www.mckinsey.com/insights/marketing_sales/think_regionally_act_locally_four_steps_to_reaching_the_asian_consumer

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. http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4358

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

Example # 4

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.

Ken Hu

http://www.huawei.eu/press-release/huawei-builds-global-value-chain-integrating-globalization-and-localization

Example # 5

One innovation that came out of India is the solarpowered 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. http://www.strategy-business.com/article/00093?pg=all

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. http://knowledge.wharton.upenn.edu/article/coca-cola-on-the-yangtze-a-corporate-campaign-for-clean-water-in-china/

In Morocco, The Coca-Cola Company sponsored its own university, teaching shopkeepers how to use Excel spreadsheets and training salespeople.

Vijay Mahajan: Africa Rising, p. 102.

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

Example # 6

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.

Vijay Mahajan: Africa Rising, page 93.

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

Example # 7

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

Example # 8

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/

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

Since World War II, NestlĂŠ's milk has by and large been produced by thousands of small farmers in developing countries. http://hbswk.hbs.edu/item/5529.html

In Brazil, NestlĂŠ 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

NestlĂŠ 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

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

Example # 9

A https://www.starbucks.com/ cafĂŠ 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

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

Fukuoka Starbucks

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

Example # 10

McDonald’s serves vegetarian burgers in India and spicy ones in Mexico.

http://www.economist.com/node/18584204

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.

Vijay Mahajan: Africa Rising, p. 90.

Example # 11

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

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

Example # 12

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

Example # 13

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

Global is music, social media, information and news.

http://www.virgin.com/music/why-global-v-local-holds-the-key-to-radios-future

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

Example # 14

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-climatechange-resource-security-sustainability-day-three-live#block-52e25de2e4b0eef20140f0e4

Example # 15

When BP sought to market a duel-fuel portable stove in India, it set up one such co-creation system with 3 Indian NGOs.

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. 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. https://hbr.org/2007/02/cocreating-businesss-new-social-compact

Example # 16

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.

Jeff Immelt http://fortune.com/2016/05/20/ge-immelt-globalization/