Should we be concerned, about the fact that a lot of B2B companies are still applying a one size fits all approach to their marketing across the globe? After all a large amount of these some brands are doing remarkably well with this approach and despite the likes of Sirius Decisions highlighting it in last weeks European Summit, the need for understanding culture, language, consumption behaviours etc. although ideal, doesn't seem to be doing a lot of people any harm. However, I suppose the flip side of the question is, could B2B brands be doing a lot better if we did apply the regional approach?