Deep Local Innovation

Deep Local InnovationReconstructing your product for emerging markets takes knowledge. You have to discover what you can leverage in your product and what you have to give up to connect to consumers in widely different regions of the world. Oreo cookie’s stalled success in Asia provides an interesting example. Kraft struggled for years trying to put U.S. Oreos into emerging markets. They finally got it right by matching local tastes, and the business is now taking off like a rocket. Continue reading
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