In the globalization versus localization debate, a question frequently arises which asks if there can be a happy medium between the two where a business caters to consumers specific needs while maximizing economic efficiency through standardization of products and services across all markets. Wathieu et al. attempt to address this issue by presenting a practice of rooting marketing strategy in human universals. The authors argue that efforts should be concentrated on discerning between regional preference and basic, shared human traits and universal archetypes, then adhering marketing strategy to the latter.