February 2014
Beginner
696 pages
34h 21m
English

HAPTER OVERVIEWThe capstone of a company's global marketing activities will be its strategic marketing plan. To implement its global plans effectively, a company needs to reflect on the best organizational setup that enables it to successfully meet the threats and opportunities posed by the global marketing arena. Organizational issues that the global marketer must confront cover questions like:
We consider the major factors that will influence the design of a global organizational structure. Multinational companies (MNCs) can choose from a wide variety of organizational structures. In this chapter, we discuss the major alternative configurations. We also highlight the central role played by country managers within the firm's ...