Business – 8.2 Marketing strategy – Approaches to marketing strategy | e-Consult
8.2 Marketing strategy – Approaches to marketing strategy (1 questions)
Login to see all questions.
Click on a question to view the answer
Centralized Approach
- Advantages:
- Uniform brand image and message worldwide.
- Economies of scale in media buying and creative development.
- Greater strategic control and easier performance monitoring.
- Disadvantages:
- Reduced responsiveness to local market nuances and cultural differences.
- Potential for slower decision‑making due to hierarchical approvals.
- Risk of alienating local subsidiaries who feel their insights are ignored.
Decentralized Approach
- Advantages:
- High flexibility to adapt campaigns to local tastes, regulations, and competition.
- Faster decision‑making at the regional or country level.
- Empowers local teams, fostering innovation and market‑specific insights.
- Disadvantages:
- Risk of inconsistent brand positioning across markets.
- Duplication of effort and higher overall marketing costs.
- Difficulty in aggregating data for global performance evaluation.
In practice, many multinationals adopt a hybrid model—maintaining a core global brand framework (centralized) while granting local units flexibility to tailor execution (decentralized). This balances brand consistency with market relevance.