Discussion - Globalization of Consumer Tastes

A theme throughout the textbook, and in particular Chapters 11 and 12, is the issue of whether to standardize or adapt a company's product and service offerings, as well as its marketing decisions including branding and advertising. As global brands grow such as McDonald's, Nike, and Starbucks, there is an increasing globalization of even the most simple products as a hamburger or a cup of coffee.

Yet even in the U.S. there are consumers angry that such "standardization" is bad as reflected by the sentiment often reported in the news - "No Starbucks in My Neighborhood!". And clearly demonstrations directed at McDonald's in foreign stores reflect a growing unease with this globalization of consumer tastes. But if these global companies were not offering product or service consumers wanted, they would not succeed.

What is your opinion as to whether multinationals have gone too far in their standardization (globalization) or products and services. Are they not being sensitive enough to local needs? Discuss your opinion and reflect on the views expressed by others in the class.

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