How organisations manage global brands in an increasingly local world

Larry Light
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Larry Light: Chief Executive Officer of Arcature, USA

Journal of Brand Strategy, 2013, vol. 2, issue 3, 228-235

Abstract: How organisations manage global brands in an increasingly local world is a very current C-suite topic. For an increasing number of situations, matrix management is a global marketing fact of life. Is the responsibility for results global or local? The new imperative will shift from a two-stage model of global to local hand-off to a three-stage shared responsibility model. The Collaborative Three-Box Model is the best approach for today's global marketing.

Keywords: global brands; leadership; management; Collaborative Three-Box Model; global marketing; globalisation; localisation; personalisation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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