Localizing products. I gues you have often been debating with your crew or your colleagues how to adapt product concepts to the international market. We always prefer products, we know from home. Only when the local market can’t supply enough perceived value for money do we look for alternatives. However, our preferences can vary a lot. Women in Asia use whitening creams, while in Europe we use much more often tanning creams. McDonald's in Europe has restaurants and McDrive,