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In a highly diverse world, we can still find profound commonalities in consumer needs — but in surprising places
Getty ImagesBy Aparna Bharadwaj and Patrick WitschiGlobal companies that try to find commonalities and drive synergies in marketing strategies aro.
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Why Geography Isn t Everything in Marketing
New research from BCG finds the world's consumers are more diverse than expected. Here's what this means for brands pursuing global markets.
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