Join me, in collaboration with InterContinental, to explore
The Future of Local.
How can a global business create a fulfilling relationship with a local community?
As we explore the future of local, we also explore the complex relationship between global brands and local communities.
It is said that travel broadens the mind. We are multi-dimensional travellers. We enjoy the world in our own personal ways. When we travel, we want to experience the unique and the local, but we also want a certain amount of consistency and stability. How can businesses balance these needs?
How should a global brand be part of a local experience – and become part of the story of a destination, of a community, of a people?
What should the relationship between global businesses, travellers and local communities look like?
Closing Statement from Daniel Raven-Ellison
Thank you everyone who has taken the time to contribute to this important question. Reading all of the comments, it's impossible not to think deeply about how relationships between global businesses and local communities are developed.
It's easy to think of global business and local community as two different things. This question is perhaps guilty of leading the conversation into such an easy binary. Of course, "global businesses" are made by multiple and interconnected local communities and many local communities are created by large businesses. Neither local or global are innately better than each other, they are so inextricably linked through uncountable or quantifiable relationships that one cannot exist without the other.
Aju made this point well by saying "global business creates a community of beneficiaries such as employees, contractors, vendors and even customers in the local geography. Except for a thin “live wire” of control that runs to the global headquarters, global business in each region have a very local existence."
Issues of supply and demand are woven through the whole of this conversation. What do people want, what is available and what is on offer are all vital questions, but interlaced through all the comments are issues of power. Who controls what is available to people and what decisions do those people make when consuming an idea, product or place? Mitchell started to address this by asking us to turn the conversation's question on its head by asking "How does a community create a fulfilling relationship with a global business?"
Candy shared a way forward by suggesting "Every community requires collaborative partnerships among business owners/operators engaged in facilitated discussion for the good of the community. This requires a common goal. Whether it is education, social culture...". A practical note that is all about a relationship of working together.
The conversation continues at www.thefutureoflocal.com. Please join us.