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Innocents Abroad: Taking Nickelodeon to the World
Author(s) -
McPherson Michael,
Schupack Linda
Publication year - 1999
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1999.tb00242.x
Subject(s) - latin americans , political science , media studies , sociology , operations research , law , engineering
GOING GLOBAL HAS its pitfalls, especially when a brand's acceptance depends on a good cultural fit. What worked so well for Nickelodeon in the US needed a more local slant in the UK. Michael McPherson and Linda Schupack describe some of the problems Nick discovered in its first international foray, and they tell how it quickly devised locally informed brand strategies that have since made its programming a hit not only in England but also in Latin America, Australia, and other European countries.