EXECUTIVE INSIGHTS - GLOBALIZATION-SCALE VERSUS SENSITIVITY

This article focuses on a subject with far-reaching implications for e very business: the future of the relationship between consumers and th e brand. At present, the marketing professional is faced with an impor tant, gradually emerging dilemma. At a time when the consumer/brand re lationship is most valued-for in its understanding lies success and pr ofitability in every market-this relationship is simultaneously under threat of being seriously weakened.