The increasing cultural, political, and economic interdependence of the world today has resulted in increased market opportunities and trade for multinational corporations. New markets necessitate new marketing strategies, good, bad and ugly. McDonalds Corporation is well-known not only for their burgers, but also for employing one of the most effective global marketing strategies out there. How? Glocalization!
This includes locally adapted products, such as:
Additionally, while McDonalds employs a global executive marketing team, within each country that they operate in, local teams adapt or create advertising that meets local tastes. An example I like:
Even when executive marketing puts out ads, they are intentionally use universally appealing images, music, and avoid using any specific language so that viewers from around the globe can all relate to the material. I love this one from the London 2012 Olympics:
Practitioners of international communication can learn a lot from studying the way MNCs advertise and customize their products to local markets.