Crafting strategies for global marketing in the new millennium

ne way to provoke an animated con- versation among top executives of multinational companies is to broach the issue of whether a standardized or localized approach to world markets is superior. Advances in communication technologies are giving new life to this old debate and must change conven- tional thinking in an increasingly information- oriented world economy. To a Dunn & Bradstreet or a Lloyds of London, the demarcation between domestic and international business is disappear- ing as new and improved means of communicat- ing and conducting business from afar make a client in Paris virtually as close as one down the street. In his 1995 bestseller Z&z