Trends Report

Create An Adaptive Global Organization

Your Geographic Context Frames Your Route To Adaptive Marketing

April 27th, 2010
Steven Noble, null
Steven Noble
With contributors:
Angie Polanco , David Cooperstein

Summary

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.

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