Sure there are many situations that speak for the centralization. The costs of marketing campaign can be spread across several localizing countries and the company as a whole can safe a fair amount of money. On the other hand the organizational structure can at times become quite unclear  and non-transparent. Less marketing services providing companies get the chance to compete for a project pitch which may keep the costs of marketing activities quite high. Local operating units may feel neglected and then don’t cooperate during the localization process.

It is clear that the current process of centralizing marketing activities is based on some sound reasoning. At the same time though, the cons of such a trend need to be foreseen and avoided if the pharmaceutical companies want to enjoy the pros to the full extent.