Please go to the link and read the article on pp30-39 of a digital magazine I co-created a few years ago (Global CMO). The article is by leading international marketing strategy scholar Professor Svend Hollensen (author of 'Global Marketing - A Decision Oriented Approach, Pearson).

Here he highlights the importance of 'glocalisation'- the need to adapt the product offering from the brand's domestic market, including cultural aspects:-

http://issuu.com/andrewvesey/docs/globalcmo_aug2013?e=3732471/4301315

1. By applying the concepts of glocalisation outlined in Hollensen's article what Top 5 tips would you give CocaCola's management to achieve a successful entry for future launches into your home market. Share any examples you can.

1. Hofstede defines culture as "the collective programming of the mind distinguishing the members of one group or category of people from others". To what extent do you feel this is a valid view for marketers to consider in this era of glocalisation and why?