Taste vs. Values: Effective, Authentic, and Nuanced Hyperlocalization in the Digital Marketing Era

  • Brendan M. KeatingEmail author
  • Nitish Singh
Part of the Advances in Theory and Practice of Emerging Markets book series (ATPEM)


Despite trends in globalization and the emergence of a global consumer culture, brands recognize the necessity of localizing their marketing efforts to effectively reach a wider consumer base. This evolution has created tension between developing global branding strategies and the increasingly precise localization efforts to narrower marketing segments – Hyperlocalization. This chapter explores ways in which brands have misstepped in their hyperlocalization efforts, often at the expense of perceived brand authenticity. We suggest a more nuanced view of the concept of hyperlocalization that would allow brands to leverage their authenticity to compatible market segments in a more safe and effective manner.


Brand authenticity Hyperlocalization Hyper-localization Localization Localization strategy 


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© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.IntegTree LLCSaint LouisUSA
  2. 2.Department of International Business, Richard A. Chaifetz School of BusinessSaint Louis UniversitySaint LouisUSA

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