Article ID Journal Published Year Pages File Type
880342 International Journal of Research in Marketing 2012 8 Pages PDF
Abstract

Although standardization–adaptation has long been recognized as a dynamic negotiation, less is known about the attendant processes within organizations. Accordingly, this study “pulls back the curtain” on a new global brand management strategy at Kimberly-Clark (KC). An extended case method was employed, comprising three rounds of semi-structured interviews with senior regional and global marketing managers on six continents. Global brand strategy development at KC entails sharing information and best practices, implementing common brand planning processes, assigning responsibilities for global branding, and creating and implementing effective brand-building strategies. Indeed, KC's approach, predicated on accountable empowerment and capacity-building, is transforming the organization by increasing marketing capability locally while instilling better processes and disciplines centrally. An examination of these seemingly orthogonal objectives allows us to see how brand strategy cohesiveness is maintained in an unconventionally decentralized structure.

Related Topics
Social Sciences and Humanities Business, Management and Accounting Marketing
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