Product presentations need to differ between markets. In Europe, most pharmaceutical tablets are sold in blister packs that can be dispensed quickly and securely to patients. In the US, tablets still tend to be sold in large count bottles that pharmacies have to dispense to customers. US pharmacies tend to be located at the back of drugstores or supermarkets: during the time the tablets are being counted and dispensed, the patient will have longer time to spend in the rest of the store shopping. In some less developed economies, blister packs may still be used, but counted in smaller quantities. If not, the pharmacist may simply cut up the blister strip to a size that the patient can afford to purchase.  Coca-Cola has formulations to cater to specific markets Photo: © Alamy  Big or small? It’s the customer who matters The growth of big corporations, global supply chains and global brands may be seen by some as a backward step. Life is seen to be more bland, the products more standardised. A counter argument is that standards become higher and quality more consistent and reliable when dealing with global brands. But, ultimately, customer needs and requirements will determine what wins in the marketplace. The resurgence of micro-breweries is a good example of how local customer demand has pushed back against the dominance of the global beverage companies and their brands. A successful value chain will pass learning along the chain to its customers, while receiving feedback and insights back up the chain.  In all cases it is vital to understand customer needs. This information needs to be shared along the supply chain, passing local intelligence back into the global chain so that supply needs can be tailored to meet customer demand. The knowledge input can go into product design or into the real-time supply chain, according to fashion or seasonal demand. The supply chain has to respond quickly and effectively if it is going to succeed and compete against other supply chains. In the information-enabled world, this knowledge can be shared rapidly, but human insight remains vital. Direct feedback from people on the ground remains the most valuable source.  The Knowledge network There are direct parallels between the supply chain for goods and the value chain for the transfer of knowledge and learning. A successful value chain will pass learning along to its customers, while receiving feedback and insights back up the chain.  You are the customers of the Knowledge Centre and key members of Warwick Manufacturing Group’s network. At Warwick, we want the site to reach out to you. The body of world knowledge is growing exponentially. The challenge is living with that growth and pace of change, and ensuring our offerings are current and meet your needs.  You are living with that change in your countries and marketplaces. You are our best source of understanding of the real local requirements of our worldwide customers. You can help us act locally by providing feedback and sharing your knowledge with us about current trends and your future needs. You can enable us to tailor our offerings to meet differing local needs, so that we don’t have a “one-size-fits-all” approach, as well as help us to identify global issues.  Sharing knowledge and networking will be the foundations of future success for us all. “Think globally, act locally, but share and network totally” has to become a future mantra both for the supply chain and for any customer-focused knowledge sharing.  Want to engage in similar discussions and debates with experts and scholars from the University of Warwick and beyond? To celebrate its 50th anniversary, Warwick is hosting the Festival of the Imagination from October 16-17, a diverse programme of events all focused around the central theme "Imagining the Future". Find out more about the event here »  You may also be interested in:  • What’s the best business strategy?  • Is it okay for a man to cry?  • The last expedition to the North Pole
First used in the context of environmental challenges, the phrase &lsquo;Think global act local&rsquo; has now taken on a much wider meaning