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, each responsible for worldwide sales of different productgroups. Finally, operating units can beinternational subsidiaries, each responsible for their own sales and profits. Globalorganizations don’t think of themselves as national marketers that sell abroad but as global marketers. The top corporate managementand staff plan worldwide manufacturing facilities, marketing policies, financial flows, and logistical systems. The global operatingunits report directly to the chief executive or the executive committee of the organization, not to the head of an international division.52