Coffee is just coffee, right … WRONG.
Going Global. Being global does not mean give the same product experience everywhere. It is important to be sensitive to local tastes and culture.
McDonald’s in India does not sell beef even though it’s signature product is the Big Mac. It even delivers as delivery is big..
The old Mantra think global act local holds particularly to retail and experience/service. Culture is very different even if the language is the same such as US, UK and Australia etc
How you introduce your brand into each region is so important
Starbucks is a good example of getting it wrong at so many levels, culture, timing, product localisation, rate of rollout etc
