Multicultural marketing and the C-Suite - bridging the gap

Gary Berman

This article details a benchmarking process which aims to establish how practitioners deliver with regard to multicultural marketing, and how their success relates to the executives who drive overall corporate strategy.

Multicultural marketing and the C-suite - bridging the gap

Gary BermanSí Change Consulting

Like the Wizard's chamber in the Land of Oz, the corner office of Fortune 500 companies is often shrouded in mystery. We know from past experience that there's likely a person behind the curtain, pulling levers frenetically, their commands reverberating throughout the corporation. What we don't know is, which levers does the Wizard pull and why? Who does he allow in the chamber? And, most critically, is there a big lever labeled “Multicultural Business - Building Strategy: Pull Here”?

My first CEO meeting was scary. But...

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