Brand Global, Adapt Local: How to Build Brand Value Across Cultures

Many brands want to expand overseas but, in today’s business environment, that’s a complicated prospect. That said, if you’re not exporting, you’re leaving money on the table. In Brand Global, Adapt Local, authors Katherine Melchior Ray and Nataly Kelly offer an inside look at how global brands such as Nike, LVMH, Nestle, Shiseido, Natura and Marriott break into new markets. For Social Capital CEOs, there are valuable insights on immersing yourself in the culture of a new market, staying true to your brand while embracing a new positioning and scaling a brand globally.