Glocal Balancing Act — Aurelia Türkiye's Twin-Engine H2 Plan

A four-round, advanced global-marketing simulation set inside Aurelia Türkiye, the Istanbul subsidiary of a €14 billion European home- and personal-care multinational. On 1 June 2026 two shocks land in the same week: global HQ mandates the new standardized "Bella Global" campaign at ≥70% of media weight to fund a worldwide rebrand, while a local rival relaunches a value-tier hair-care line at a 22% price undercut with a culturally tuned Ramadan/wedding campaign — and the lira weakens, raising imported-input costs ~15%. The subsidiary's flagship Bella sits at 19% value share (#2, three points behind the local champion) and its H2 marketing budget is frozen at ₺240 million with no top-up. Playing the Subsidiary Marketing Lead, you must protect share and ROI while satisfying HQ's standardization mandate and the local market's demand for responsiveness — the "twin engines" of Özsomer, Simonin & Mandler's marketing-agility research (Journal of International Marketing, 2023), where market orientation and marketing-program standardization are complementary capabilities, not a zero-sum slider. Across four rounds you (1) diagnose market orientation — reading which segments and occasions the rival is taking and the biggest mismatch between the global creative and Turkish reality; (2) allocate the frozen ₺240M across the standardized global campaign and local adaptation, hitting or transparently negotiating the ≥70% mandate while moving Local Share, the Brand Consistency Index, and ROI in tension; (3) respond to a sudden mid-game shift — the rival cuts price another 8% and goes viral while HQ queries the falling consistency score — reallocating under time pressure and deciding what to tell HQ; and (4) defend agility and lock the H2 plan to the HQ Global Brand Director and the GM, presenting a Marketing-Agility Index that proves responsiveness and standardization were managed as complementary twin engines. The math rewards finding the standardized asset that carries local relevance (one lira buying both engines), margin-aware allocation under the currency shock, timely good-enough response over delayed perfection, and transparent HQ negotiation — and it punishes the five classic errors: blind 70% compliance that cedes the Ramadan window, rogue localization that breaches the 80 consistency floor, pure zero-sum thinking, macro-blind ROI that ignores the lira, and opaque deviation from HQ. Final KPIs track Local Share %, Brand Consistency Index, Marketing ROI, and the Marketing Agility Index against the frozen ₺240M cap.