Chapter 16 Powerpoint

Chapter 16 Powerpoint - Chapter 16 Leading, Organizing, and...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Chapter 16 Leading, Organizing, and Controlling the Global Marketing Effort 16-2 Introduction This chapter focuses on Integrating each element of the marketing mix into a plan that addresses opportunities and threats Leadership that integrates global efficiency, local responsiveness, and leverage into global vision and strategy Corporate social responsibility 16-3 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; its 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, former CEO, H-P 16-4 Leadership The leaders task is to articulate Beliefs Values Policies Intended geographical scope of activities 16-5 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 16-6 Top Management Nationality, 2006 16-7 Leadership and Core Competence Executives were judged on their ability to identify, nurture, and exploit the organizations core competencies in the 1990s as opposed to the focus on reorganization in the 1980s 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 16-8 Organization The goal is to find a structure that Enables the company to respond to relevant...
View Full Document

Page1 / 26

Chapter 16 Powerpoint - Chapter 16 Leading, Organizing, and...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online