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Description Question Using the concepts of convergence, divergence and crossvergence, explore how yum can innovate through...

Description Question Using the concepts of convergence, divergence and crossvergence, explore how yum can innovate through combining ‘global knowledge’ with ‘local needs’..

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Combination of global knowledge and local needs can help Yum tap local customer preferences, cultural insight, habits and purchases behaviour with global expertise into marketing, distribution, operations to offer ubiquitous products and best in class services with accessibility and affordability. This helps in economies of scale and lower costs of doing business in perfectly competitive markets.

Convergence here means amalgamation and crossvergence means infusion of national amd International culture. Divergence means diffusion into different means of doing business.

Here Yum adopts convergence and crossvergence to form new products and divergence to divert from non core products to stay ahead of curve and competitive.

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