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Crossing Borders — Internationalizing Brands

July 2013

As companies seek to develop their global footprint and exploit opportunities for their brands in growth markets, they are increasingly reliant on outstanding marketing leaders who can develop teams with the right balance of skills and experience, both at the centre and within the local markets.

This report explores how CMOs from around the world are rising to the challenge of ‘going global.’ We invited 45 CMOs and senior marketing executives responsible for many of the world’s leading brands to reflect on the issues they have faced leading brand internationalization projects.

CMOs explain how their experience of operating in foreign markets has shaped their thinking about how brands can cross borders, how they organize their teams into effective global marketing operations and how they approach the vital task of hiring and developing people who can drive brand growth in key strategic markets.

The report also includes advice for marketers thinking of going overseas and answers the question "What constitutes a global mindset?"