Companies that monitor and respond to the growing internationalisation of business cope better with the new challenges of international competition and outperform those [that] do not respond adequately to change. In the manufacturing and services sectors, for example, companies in China and India are recognising the opportunities in the global marketplace and capitalising on them. Both countries are becoming global hubs in these sectors.

What is required is the ability to make intelligent choices on when to think globally and when to think locally and how to develop integrated strategies that market brands in the best way in both environments.

But what means are available to aid South African companies in making the right choices?

New research shows that South African companies can be more competitive by improving in one key area: market orientation. Being oriented to the market is about more than just customer orientation. It is an organisational culture and set of behaviours that help the company develop insight about international markets, craft strategic intent and manage effective interaction strategies.

Whatever business leaders decide is the best route for their brands, both venturing abroad and staying at home have winning strategies in the global marketplace.

Companies operating beyond SA’s borders may already have a unique advantage. Given that a dominant feature of the international marketplace is cultural diversity, South African companies have an advantage in their experience of doing business in a diverse society.

For locally bound companies, despite the rise of global culture, local culture remains a central influence on consumer behaviour and individual identity the “local is lekker” adage is a powerful purchasing factor for many South Africans.

Research shows local companies that firmly position and communicate their brands as icons of the local culture can generate higher brand value. This is a counterstrategy that remains underused.

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