Most companies focus their international expansion efforts on markets with evident existing demand for their products or services. But through a series of more than 100 interviews with executives and multinational organizations, the authors found that it is also possible (and potentially quite profitable) to expand into global markets without
Tag: patience
How Can CMOs Build The Business Case With Their CFO To Create The Patience, Trust, And Confidence For Longer-Term Growth And Value
Chief marketing officers are reporting increased pressure to prove the impact of marketing spending. But too often this means a focus on short-term metrics, like sales revenue, instead of longer-term efforts like brand building. To achieve their long-term strategic objectives, CMOs must work on building the business case with their
