Global or regional?

We live in a globalised world. The fact that this statement has become a time-worn cliché doesn't make it any less true. If evidence is required, take a look at the instances of fierce backlash against the phenomenon: during the writing of this comment, violent confrontations were unfolding in Catalonia over the independence of the Spanish region. The outcome of these is yet to be seen.The various independence movements in Europe - Scotland is another example - are a manifestation of people's unease regarding globalisation on the big political stage. Boiled down to the level of the consumer, the phenomenon carries a less controversial label: regionality.This is another of the major trends, at least in Europe. Consumers believe that products originating in their region suit them better and are also better somehow not least for environmental reasons.
Home improvement retailing has adapted to this concept, or so it is claimed. In their buying policy, however, retailers are propelled by globalisation. This is because, even if consumers laud all things regional, "Made in China" and therefore cheaper is often more popular than regional and rather more expensive.

The question is, however, whether regionality might not also provide a good business model. Is Kingfisher, for instance, pursuing the right strategy with its One Kingfisher concept, which is based among other things on the assumption that the needs of consumers are identical in all countries? A unified offer with identical private labels and identical products of a uniform design that suit the taste and requirements of customers in both Manchester and Moscow?Quite apart from the example of Kingfisher, would stronger regional differentiation of the range not ultimately be more profitable to market? Who's right in the buying department - the regionalist or the globaliser? No clear winner is currently discernible with regard to this issue.
Rainer Strnad
P. S.: One person who has dedicated himself more than anyone else to the global networking of the industry has finally been recognised for his efforts. John W. Herbert, driving force and general secretary of Edra and instigator of the global Ghin network, is to be presented with the DIY Lifetime Award by the…