ADAPTING PROJECTS TO LOCAL CULTURE.
“I’ve seen it so often,” says Neville Isdell of Coca-Cola: a company identifies an opportunity in Africa, sends all its expatriates, recreating what they have at home, and manages everything from its European headquarters. It’s expensive, because of salaries, travel, etc. But most of all, it’s expensive because it doesn’t work.” Neville knows what works. […]