摘要：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 Coca- Cola, 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.
