This workshop will outline localization practices as they relate to marketers faced with multiple global markets for their products or services. The elements of strategic and tactical adaptation, in particular product, branding, communication, pricing and distribution, as well as techniques to better determine the changes needed for adaptation to localized consumer response patterns, will be considered. To develop our understanding of the issues involved, we will discuss current business cases and readings from leading scholars and business leaders.

Prerequisite: IMGT 8571 or IMGT 8570 for non-MBA students