Abstract
Let us lay the cards on the table and speak about some uncomfortable truths regarding multinational companies:
- Even though we operate in local contexts, we act according to brand positioning and global platforms. It is in local contexts that we have to respond to the fluctuations of the market at the risk of losing emotional closeness with our clients.
- We have endless sources of information, departments processing it and suppliers fueling that knowledge, but what a priori is a tool, when built in silos, breaks up the perspective of the organization and becomes an obstacle.
- We speak about postmodernism...