Global Expansion: The New Era of Global Retailing

The vice president of sales for a major consumer products company was all smiles as he greeted his best customer, but that smile faded quickly. “I've got stores all over the world,” the retailer said. “Yet I'm paying a different price—and getting different promotional programs—for the same product in each market. And your people can't justify the differences.” Before the VP had a chance to respond, the retailer went on: “If you don't give me a consistent price and promotional program for all my stores, I'll just buy everything from the lowest‐priced market.”