Why do local brands have an advantage?
Our research finds that being part of the national culture is an important driver of purchase intent. This gives local brands a home field advantage - provided they possess the other characteristics of a strong brand.
Modern retail trade is expanding rapidly in developing markets. For packaged goods marketers this brings with it both opportunities and threats. This section considers the shifting nature of retail trade around the world, illustrated by photographs taken by the author in different countries, and considers the risks involved.