Reassessing the “think Global, Act Local” Mandate: Evaluation and Synthesis

There is no simple formula for developing and implementing successful business strategies across national borders. A popular approach to this challenge is to “think global, act local.” Some argue, however, that maximum consistency across global markets is critical, citing examples such as CocaCola, whose emphasis on quality, brand recognition, and a small world theme has been successful in a number of global markets. Although there is wisdom in both views, this paper argues that the two are not necessarily mutually exclusive, and that firms should adopt a perspective that adopts and balances both perspectives simultaneously.