Mindset Is Key To Global Marketing
The need for knowledge and flexibility
J.C. 'Mike' Butcher The Dow Chemical Company
Despite an increasing focus on 'globalization,' a quick survey of many U.S.-based global marketing organizations would most likely reveal some rather surprising facts. The percentage of their U.S.-based managers holding a passport, for example, might be less than you would imagine. This is particularly striking when you consider how well traveled our colleagues are in other parts of the world.
The same principle can be illustrated when we consider how many U.S.-based employees are multilingual, compared with counterparts in Europe,...