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February 28, 2007
Act Globally, Think Locally
One of my favorite annual issues of Harvard Business Review is out — the February issue with the annual "Breakthrough Ideas" column. This year, one concept caught my attention "Act Globally, Think Locally."
This reveral of the familiar adage, "think globally and act locally" reflects the author's perspective that "companies today need both global reach, in order to spot useful local ideas and incorporate them into strategy, and physical proximity, in order to effectively tap sources of tacit knowledge and thus sustain competitive advantage."
We have long held this view in our business, which is focused on supporting the localization of marketing messages being deployed by large enterprises through disparate distribution channels. The interesting observation, however, is that competitive financial pressures are continually driving companies to look for ways to unify messaging, manufacturing, etc in order to hold down costs. The resulting homoginization results in milquetoast marketing or equivalently bland product design.
The article is worth reading. As always, all the ideas are intriguing.
Posted by jcioban at February 28, 2007 8:02 PM
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