globally branded items introduced into product lines have not always received the enthusiastic support of country managers.
Consumers' behavior may have converged, but some markets continue to have their own idiosyncrasies that can prove fatal to globalization efforts.
The ability of a global product to penetrate individual markets is determined to some extent by the product category in question.
Global brands may have more success in high-profile, high-involvement categories,while consumers may still give local brands preference in purchasing everyday products.