Global Brand, Local Flexibility: How Social Norms Can Help Guide Companies
fawzy/Adobestock (KI generated)Whether a French luxury brand displays the same handbags in the display windows of its stores around the world, or whether global fast-food chains adapt their product ranges to country-specific preferences and conditions, is a challenging management decision for companies that typically operate a large number of branches. A research team of business scholars has now investigated how these companies can find effective solutions when navigating the tension between flexibility and standardization.
