Some concepts related to globalisation, which is the fourth key objective, are extremely instant. Globalisation means being present a local level with a network of sales outlets and branches that are accessible and provide a prompt response to requests. The aim is to reach as many people as possible, to make the brand known and extend corporate quality. In essence, it is motivated by a desire to expand and take the company to as many markets as possible.
But globalisation is much more than this: it also means using a cosmopolitan planning and technological language that can be understood by everybody wherever they are. It means speaking the language whatever the context. It means adjusting one’s capacities to the varying cultural situations. It means being capable of interpreting all requests, wherever they come from, correctly and intelligently, and adapting the same product to make it compatible for all projects in all places.