I've listened to the interview twice.
Today companies are faced with the need to globalizing in many markets, but the problem is that it can be really a minefield and there are numerous examples of big companies that do it wrong. For example “Callogs” a successful company, witch provides breakfast, faced a big problem going into an Indian breakfast market. They found out that Indians eat vegetables or cold breakfast that are cheaper.
And here is a structure how to do it right. Companies need to improve the structure of how they enter international markets.
Firstly companies need to understand the culture of people that live in the country witch market they want to enter. If people in several countries are similar enough, they can group them together. If that is so, companies can move on to the next step. In different countries one company can produce different products it depends on what people eat, what they wear, what lifestyle they have, and what their habits are. Also the names of the products can be different although the label of the company stays the same. It is still the same brand. The third stage is to support witch aspects should be the same and witch the companies need to adapt locally. And in this case it can not be all controlled by one head office so it is better to involve local teams.
http://www.youtube.com/watch?v=aP5jed6gQi0
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