What should be the future strategy for multinational firms trying to take in this Chinese wave of raw materials imports and low-cost manufacturing and sourcing in Africa?
Apart from bridging the gap between the big multinational and the consumer this marketing strategy also provides employment opportunities for South Africans.
An international business faced with a pure multinational environment where consumers derive value from multiple local characteristics must pursue a localization leadership strategy.
She gives the example of a multinational corporation faced with the problem of integrating acquisitions across Asia and the Americas into a global strategy.