In marketing a brand around the world, it’s a tough balancing act to build a consistent global image but also adapt to the special needs of local markets. Matt Rothschild, marketing chief for phone maker Nokia in Latin America, explored the challenge at WorldCity’s Marketing Connections, seeking to tips to best navigate between headquarters’ top-down push for global efficiency and local office calls for bottom-up innovation. “I’m in the middle of a sandwich — in a regional role,” said Rothschild, drawing nods and helpful insights from fellow Latin American regional… Read More
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