Patrick Witschi News Today

The deciding factor in the purchase of a product has more to do with context — where, for what occasion, or with whom you're consuming the product.

What motivates consumers to make their buying choices can differ sharply even among nations that are close neighbors or that share cultural roots.

Getty ImagesBy Aparna Bharadwaj and Patrick WitschiGlobal companies that try to find commonalities and drive synergies in marketing strategies aro...

New research from BCG finds the world's consumers are more diverse than expected. Here's what this means for brands pursuing global markets.