Global brand localization leading and managing processes at the local level
Kaltiainen, Elina (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120331918
https://urn.fi/URN:NBN:fi:amk-2025120331918
Tiivistelmä
The aim of this thesis is to examine the localization of a global brand as well as the management and governance of its processes at the local level. The purpose of the thesis is to obtain new knowledge, strategies, protocols, and best-practice models, as global business is undergoing change. We are shifting from standardization to localization; the global digital economy, digitalization, new technologies, and the needs and experiences of customers are at the centre. The goal is to improve customer experiences and increase value within the entire business context. For this reason, managers and supervisors need more skills and capabilities to work with global brands at the local level.
The second purpose of the thesis is to clarify and identify various challenges related to the objective of the thesis and to find solutions to these issues. In addition, the goal is to achieve a better understanding of digital leadership in the context of managing and governing localization processes at the local level, as digital business management and omnichannel working methods in both internal and external operations nowadays require increasing attention. Another purpose is also to create a short guide related to the objective of the thesis.
The theoretical foundation of this thesis is built on globalization, digitalization, new technologies, previous theories, and customer experience, customer-centricity, and 5P strategies. A qualitative case study interview supports and complements the formation of the thesis results and provided extensive in-sights. The key finding was that this is a very broad and complex process, regulated by laws, regulations, the company’s own practices, leadership, and digitalization at the local level as well as strategies; customer experience and customer-centricity strategies can guide the entire process together with digital business management. All these strategies together can support the enhancement of customer experiences and the creation of value for all parties involved.
The second purpose of the thesis is to clarify and identify various challenges related to the objective of the thesis and to find solutions to these issues. In addition, the goal is to achieve a better understanding of digital leadership in the context of managing and governing localization processes at the local level, as digital business management and omnichannel working methods in both internal and external operations nowadays require increasing attention. Another purpose is also to create a short guide related to the objective of the thesis.
The theoretical foundation of this thesis is built on globalization, digitalization, new technologies, previous theories, and customer experience, customer-centricity, and 5P strategies. A qualitative case study interview supports and complements the formation of the thesis results and provided extensive in-sights. The key finding was that this is a very broad and complex process, regulated by laws, regulations, the company’s own practices, leadership, and digitalization at the local level as well as strategies; customer experience and customer-centricity strategies can guide the entire process together with digital business management. All these strategies together can support the enhancement of customer experiences and the creation of value for all parties involved.