Global brands. Local execution. How do smaller companies win?

2018-06-19T13:21:17+01:00June 19th, 2018|Views|

The dynamic in global CPG firms are now well established. Invest in the biggest global brands where centralised planning around NPD and advertising can achieve scale and cost efficiencies. But let operational companies in each market focus on executing plans with local retailers using “localised marketing” including the full range of category management work. But