It's no longer enough to act local, says London Business School dean and global marketing guru John Quelch. Coke, P & G, and Unilever now must learn to think local, too.
By aligning the pursuit of business objectives with the meeting of human needs, companies can tap into powerful emotional forces in their current cultural situations.
These fundamental guidelines, drawn from experience, can help you reshape your organization to fit your business strategy. See also “A guide to organization design.”