Research has found Australian retailers placing greater emphasis on local rather than global marketing activities, with some large companies planning to increase local allocations by 60%.
Stronger localised marketing attempts to redress the sameness of global brands and the challenge of growing consumer access to different products through multiple channels.
The report also finds that allocating strategic and operational development to the local level can lead to large cost savings, improved brand integrity and better sales performance.
Read more at Monash University