ch16Leading, Organizing, and Controlling the Global Marketing Effort(全球营销,沃伦·J·基坎;第四版)概要1.ppt

Chapter 16 Leading, Organizing, and Controlling the Global Marketing Effort PowerPoint By Kristopher Blanchard North Central University Leadership Leadership is not about hierarchy or title or status: It is about having influence and mastering change. Leadership is not about bragging rights or battles or even the accumulation of wealth; it’s about connecting and engaging at multiple levels. ….Leaders can no longer view strategy and execution as abstract concepts, but must realize that both elements are ultimately about people.” - Carly Fiorina Leadership The leader’s task is to articulate Beliefs Values Policies Intended geographical scope of activities Top Management Nationality “Companies are realizing that they have a portfolio of human resources worldwide, that their brightest technical person might come from Germany, or their best financial manager from England. They are starting to tap their worldwide human resources. And as they do, it will not be surprising to see non-Americans rise to the top.” - Christopher Bartlett, Harvard Business School Top Management Nationality Leadership and Core Competence Executives were judged on their ability to identify, nurture, and exploit the organization’s core competencies in the 1990’s Core competencies must Provide potential access to a wide variety of markets Make a significant contribution to the perceived customer benefits Be difficult to imitate Organization The goal is to find a structure that: Enables the company to respond to relevant market environment differences Ensures the diffusion of corporate knowledge and experience throughout the entire system Organization’s must balance: The value of centralized knowledge and control The need for individualized response to local markets Organization In global marketing there is not a single best structure Leading-edge global competitors share one key organizational design characteristic: Structure is flat and simple In the 21st century corporations will have to find