Localisation is important – but needs global perspective

Personally, I loath the ‘glocal’ phrase. It’s too tricksy and smug by far. But the recent challenges McDonald’s in Portugal have faced is a clear reminder why employers need to balance local nuancing and relevance (primary) with an appreciation (or awareness) of wider global trends and attitudes. Now the Marketing team at the golden arches were probably elated with the pithy ‘Sundae, Bloody Sundae’ line (high fives all round)  – perfectly blending Halloween with their cherished dessert…

Read the Full Article