How consumer companies outcompete: High-performing operating models
“With competition stiffening, companies can’t opt for localization at the expense of global scale; they should be both local and global. In short, consumer companies are operating in a world of ands, not ors”.
This snippet from the recent McKinsey article “How consumer companies outcompete: High-performing operating models“, should be a wake-up call for multiple departments within global FMCG companies.
The requirement for localisation should resonate for the marketing team as well as the IT team.
In addition, the 6 imperatives in the article outline a solid foundation to becoming a high performing consumer company and achieve localization not at the expense of global scale.