Article at a glance:

Nestlé: The visions of local managers

Nestlé sells food products all over the world, but in each market the product and the message must be tailored to suit local sensibilities. In this interview from 1996, then-CEO-elect Peter Brabeck-Letmathe tells how the Swiss food leader manages its global business with a light touch. The article includes a sidebar interview with Joe Weller, chairman and CEO of Nestlé USA, who talks about the company's acquisition of Carnation and his expectations for how the two entities would complement each other.

The take-away

Although Nestlé's headquarters drives strategic planning, brand management, and product development, local business units are responsible for decisions on marketing, distribution, and even tailoring food products—for example, how much sauce to put in a can of ravioli.