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September 01, 2012
A Tale of Two Strategies: Locale-Specific or Global-Generic Branding and Marketing Campaigns?
by Talia Baruch, Benjamin B. Sargent  

 
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Summary
McDonald’s might serve the same fries in New York or Tokyo, but serves wine in Spain and samosas in India. The stark choice between product consistency and divergence at food service companies makes them frequent fodder for business case studies. This brief teases out the intentions of several global campaigns as a way of showing translation teams how they should approach their work in localizing the concepts, creative, and copy of international marketing campaigns.

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Pages: 3
 

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