Standardized or value-based products for different cultures?
Author: Monika Sidler Standardized brands could benefit from large-volume production and transfer of expertise. But globalization has not produced globally uniform consumers. Coca-Cola changed its strategy from “think global, act local” to “think local, act local”. “The fashion industry tends to present the ideal woman’s figure as slim (standard). Black teens connect a full figure with health and fertility (cultural value).” What we purchase, and why we do so, is influenced by our cultural values. These vary across nations. Even …