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Dr. Hans-Willi Schroiff, vice-president of market research

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Dr. Hans-Willi Schroiff, vice-president of market research at Henkel, a German company, made the following observation about P&G’s multinational marketing strategy: ?~?~A strict globalization strategy like P&G’s [will not be] successful if ?~meaningful’ local brands are corpses on the battlefield. It caused severe share loose for P&G here in Europe. Consumers do not switch to the global brand, but to another brand that looks more like ?~home’ to them.’’ Comment on this statement. Do you agree or disagree (and why)?

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Dr. Hans-Willi Schroiff, vice-president of market research

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