Describes research showing how American brands come to dominate similar market segments in developed and emerging countries. Discusses recent evidence suggesting that product standardization and promotion adaptation, rather than standardization across marketing functions, earn profits worldwide and create value added within nations. Also, discusses new evidence from financial services suggesting that product standardization and price adaptation make up the core of the American marketing strategy towards investors from oversees. Describes the evidence for Japan. Reflects on America’s marketing war on cultural memory and why it has been slower and less successful in Japan than elsewhere in the world.
