Global Marketing - "What Went Wrong?" Local Think and Market Focus

There are many excellent "How To & Why To" books on Global marketing procedures and techniques. Little has been written to help a troubled company figure out what went wrong in a Global Marketing crusade and how to fix it without high risk surgery. It is reasonable to assume that if a company is not doing well in its local market, it will do much worse in a foreign market, since the principals are the same. In cases where this is not true, foreign autonomy is the reason. Most failures in Global marketing are a result of violating the most important principle "Market Focus", which will be explored here, along with some diagnostics and solutions. Local Think, a subset of the Market Focus principle is critical to success in Global Marketing. Principles rather than techniques will be stressed. Principles are general and timeless, while techniques are situation and time specific.