FEATURE14 October 2013

Global thirst, local flavour

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Building strong local brands is a cornerstone of SAB Miller’s success in the global beer market – and insight plays a crucial role, says marketing director Nick Fell. By Jane Simms.

In May 1983, Ted Levitt, editor of the Harvard Business Review wrote one of the first articles to popularise the notion of globalisation. He argued that as markets were globalising – and, by extension, homogenising – then ...