Research without borders: The globalisation of the marketing and research functions in a brave new world

C. Frederic John, Anna Mariano and Liz Moore

In multinationals, the traditional structure of marketing has been a "hub-and-spoke" geographically-drawn approach.

Research without borders: The globalisation of the marketing and research functions in a brave new world

C. Frederic John, Anna Mariano and Liz MooreMasterCard and Chrysalis Partners, USA

Premise

For years, multinationals have voiced the mantra "Think global, act local," suggesting a reasonable balance between overall global strategy and tactical execution customized to market-specific conditions. This dichotomy was perhaps always too simplistic – the division of labor between global headquarters and country managers is often far more complex, and prone to tension. Moreover, there are frequently other levels between the two extremes, such as regions...

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