If you work across time zones, borders and cultures, this is the show for you. In the Weekly Concept series, Leonardo aims at defining a topic in international business. These are shorter episodes to illustrate key concepts in this discipline.

Today, we talk about the multi-domestic strategy.

This strategy emphasizes local responsiveness over global efficiency. Companies adopting this approach tailor their products and marketing strategies to meet the unique needs of each market they enter. This decentralized model allows local managers significant autonomy to make decisions that resonate with regional consumers.

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For further reading: How Netflix Is Extending Its Tentacles Across Asia in Search of the Next Squid Game

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