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How organisations manage global brands in an increasingly local world
Journal of Brand Strategy,
2
(3),
228-235
(2013)
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
The full article is available to subscribers to the journal.
Author's Biography
Larry Light is Chief Executive Officer of Arcature, a marketing consulting company with clients in packaged goods, technology, retail, hospitality, automotive, corporate and business-to-business, as well as not-for-profit sectors. Since 2012, Larry has been Chief Brands Officer of IHG, the global hotels group. Among other accomplishments over the years, Larry was global Chief Marketing Officer of McDonald’s as part of the turnaround leadership team between 2002 and 2006. Along with Joan Kiddon, he authored a book, ‘Six Rules for Brand Revitalization’, describing Arcature’s approach to producing measurable business results. Larry has an international reputation in business and academia. In summarising the top ten ideas of the decade, Ad Age selected Larry Light’s ‘Brand Journalism’ as ‘arguably the most realistic description of marketing today – perhaps ever’.
