As Multinational Corporations become more sophisticated, standardized marketing strategies are drifting toward localization techniques. A pervasive theory in the localization industry claims marketing advantage lies in the ability to become more local. Some MNCs are reorganizing their strategies into a modularization of marketing; the aim is to create a balance between enjoying the benefits of a global service or product while maintaining local execution. This inclination to reorganize is changing current perceptions of global business, in which definitions of markets and centralization of organization are being revolutionized. Arnold’s paper outlines the numerous factors that drive such current trends.