Setting Yourself up To Win As A Global Marketer

Ron Ossip

The author describes how, following the merger of Allied Lyons and Pedro Domecq to form Allied Domecq, the company and brands reorganised to turn their international business into a truly global company.

Setting Yourself Up To Win as a Global Marketer

Fostering teamwork among an international workforce

Ron Ossip Allied Domecq

Over one billion viewers watch MTV across five continents. More than 38 million people will eat a McDonald's hamburger today in over 100 countries. Tens of millions of pairs of Levi jeans will be purchased this year around the globe. As marketers, we all know that the world is becoming a smaller place and that our ability to extend our brands across multiple markets is the future growth engine of our companies.

Many of Allied Domecq's top brands, like Canadian...

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