(Excerpts from G. Yip’s Total Global Strategy)
Competitive Globalization Drivers
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Teaching Guide for "Globalization" Essays
To serve its global customers, the business needs to be present in all the customers major markets. The U.S. advertising agency that used to have the Coca-Cola account (one of the largest in the world) was unable to serve Coca-Cola when it expanded to Brazil. So McCann-Erickson, another American, but more global agency, took the account in Brazil. Then McCann used the Brazilian relationship to win the entire Coca-cola account worldwide. One reason for AT&Ts push to expand globally is the fact that many of its customers are global, and these customers will use rivals like NEC