ArchiveNovember 2019

How Conglomerates Match Methods and Products to Local Markets When Ikea launched in the United States, the company might have expected an easy rollout. Sweden isn’t very different to America. The income levels are similar, as are the size of the families, the homes, and the lifestyles. The same products that sold well in Europe could be expected to sell well in the US. But when the company...

Imagine that you’re thinking of buying a new car. You open Chrome and check out the website of an automotive brand. You stop at the pages showing the specs and the galleries of a model you like. You open a new tab and Google for reviews. You read the reviews and watch some road test videos on YouTube, and then your partners opens Facebook and is presented with an ad from a rival company. It...