An interesting paradox of globalization is that, on the one hand, the world is looking more homogenous, making marketing a world-encompassing discipline. On the other hand, cultural differences are also becoming more obvious due to many factors such as the unequal development between different regions of the world, the clashes of values, the need to reserve cultural identities, and the role of local culture as resources (see Chapter 1). Marketers need to navigate through this complexity and find a balance between standardization and localization, bearing in mind the absolute need to take particular contexts into account.