Mercedes-Benz is an icon

Mercedes-Benz brand is both the oldest and the most famous automobile brand in the world. Present in 190 countries, Mercedes is also a global brand. Further, there is much about Mercedes-Benz that gives it the status not only of a global brand but also of an icon. Before we move further, it is important to understand the brand’s history:
First, the local policy of Mercedes-Benz towards global expansion was focused on local expertise and market knowledge. For instance, in the face of the sport utility vehicle phenomenon in America, the company called upon local expertise to develop a competitive car for the international market. The result was the development of the M-Class model.
Second, the policy was reflected in many other areas beyond the immediate business of developing and selling products.
Thirdly, the brand is undergoing rapid change, happening at different ways and at different places around the globe overcoming cultural differences. To sum up, a culture in difference, ti...