This means that an international business must pursue a globalization and a localization leadership at the same time, a globalization leadership for the global characteristics of the bundle and a localization leadership for the local characteristics of its bundle.

FORBES: Two Misplaced Debates In Business Strategy

In the aftermath of the Asian financial crisis, Coca Cola (NYSE:KO) switched from a globalization to a localization strategy that localized the wrong product characteristics like branding.

FORBES: Two Misplaced Debates In Business Strategy