Discussion:
International companies need to decide how much to adapt their product and marketing strategies to local conditions. At one extreme, there are supporters of "global standardization" - complete consistency of products and communications across countries. At the other extreme we have "global adaptation" - which says that everything (product, price, communications, etc) should be adapted to local conditions.
Have a look at a few companies applying a global marketing strategy quite successfully - article here.
The "right" answer almost always involves finding a balance between extremes, but let's look at the factors that might favor global standardization or adaptation. What are the advantages/disadvantages of global standardization?
How do joint ventures compare to other modes of entry in global markets? (franchising, licensing - or even just export/import). What are some of the advantages? What are some of the risks? (cultural differences, differences in laws and legislation, etc.)
(To get you started, have a look at Danone's saga in China: Danone in China - or, closer to home, see Target's brief adventure in Canada.)