How to Act Multi-Local

Building organizational clusters

Over the years, many branded consumer goods manufacturers have learned the lesson that marketing organizations that work well in large countries underperform in small to mid-sized markets. For those firms, it may be time to adjust their marketing models. Reorganizing smaller countries into clusters can capture benefits of scale and allow for more consistent go-to-market execution.

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For more information, please contact the authors:
Joel Benzimra
Pascal Armoudom
Alexandre Lefevre

June 2009