How organisations manage global brands in an increasingly local world.

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. [ABSTRACT FROM AUTHOR]

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