Markets, acting on and coordinated by information, are likewise distinct, dispersed and localized.
Winnie Phua of Matthews International Capital Management, LLC writes about the recent closure of the popular Barbie in China, (bold highlights mine)
The sudden closure of the Barbie store left many consumers baffled. The U.S. toy maker has stated that it is reorganizing its China strategy. Others, however, argue that the store is closing because Barbie’s classic western appeal has not caught on in China where girls tend to prefer cute animated characters, such as Hello Kitty, over a womanly life-like doll. Barbie’s price point (US$15 to US$30) has also been criticized as too high, particularly for a toy with limited brand recognition or nostalgic factor for parents who hold the purse strings. Other similar dolls can be purchased online with complete wardrobe sets for as little as US$8.
Mattel’s closure of the store highlights the fact that brand power enjoyed by well-known brands in the West may not always guarantee their success in the East. It also reiterates the importance of localizing products and services when expanding in new markets. Home Depot, the U.S. retailer of home improvement and construction products, for example, entered China in 2006 but has been shuttering stores due to low demand from local residents. The “Do-it-Yourself (DIY)” concept apparently has not resonated well with Chinese consumers as migrant laborers offer easily available and cheap construction needs for many urban residents.
This reminds me of the great Friedrich von Hayek who wrote of the "The Use of Knowledge in Society" (bold highlights mine)
The peculiar character of the problem of a rational economic order is determined precisely by the fact that the knowledge of the circumstances of which we must make use never exists in concentrated or integrated form but solely as the dispersed bits of incomplete and frequently contradictory knowledge which all the separate individuals possess. The economic problem of society is thus not merely a problem of how to allocate "given" resources—if "given" is taken to mean given to a single mind which deliberately solves the problem set by these "data." It is rather a problem of how to secure the best use of resources known to any of the members of society, for ends whose relative importance only these individuals know. Or, to put it briefly, it is a problem of the utilization of knowledge which is not given to anyone in its totality.
Bottom line: Today’s marketplace emphasizes on the importance of dispersion, uniqueness or specialization and its localized nature. This means that fundamental corporate marketing strategies must be designed around Hayek’s Knowledge framework.
