Katherine Melchior Ray, President of Globe Ally Consulting and a distinguished professor at the Haas School of Business, delves into creating value for foreign consumers. She highlights the importance of cultural intelligence and balancing global branding with local adaptations. Discussing examples from Coca-Cola and Starbucks, she illustrates how tailored strategies can resonate with diverse markets. The episode also reveals fascinating insights on how brands like KitKat and Georgia coffee adapt flavors to local tastes, showcasing the power of inclusivity in marketing.