Why Read This
Economic turmoil, digital marketing, social media, and maladaptive organizational charts are converging, encouraging marketing leaders to restructure their global teams. They should create an adaptive global organization. However, marketers will have to take a route to this goal that reflects their geographic context, which could be totally global, totally local, or somewhere in between. To uncover their context and plan their journey, marketers must study the current structure of their organizations, the strength of their marketing assets, and the behavior of their customers.