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Going globalLocalization
Adapting product, pricing, messaging and operations to local culture and regulation while keeping the brand's core identity intact.
Definition
Adapting product, pricing, messaging and operations to local culture and regulation while keeping the brand's core identity intact.
Where this sits
Taking a brand abroad is not simply replicating the model. It is a question of choosing the market, the entry model and — above all — the right partner.
Related terms in this topic
Market selectionScreening target countries on market size, purchasing power, competition, legal barriers and the availability of capable partners.
Entry modelThe chosen route into a market — master franchise, area development, joint venture or direct investment — determining the level of control and speed of expansion.