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

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...