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“Making tough choices is what strategy is about” says a strategy professor we know. His colleague (we know her, too) says that localisation is one of four generic strategy types that companies choose from for competing worldwide.

These strategies evolve over time. Companies typically start their international expansion with a home replication (or international) strategy and then choose between more localisation, more standardisation, or a combination of the two (glocalisation or transnational strategy).

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