Mindset Is The Key To Global Marketing

J. C. 'Mike' Butcher

With reference to his experience at Dow Chemicals, the author explains the fundamental facts and lessons learned in setting up a global marketing strategy.

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,...

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