Ideas at work: Sparkling innovation

Ideas at work: Sparkling innovation

0.00 Avg rating0 Votes
Article ID: iaor20108589
Volume: 21
Issue: 2
Start Page Number: 7
End Page Number: 11
Publication Date: Jun 2010
Journal: Business Strategy Review
Authors: ,
Abstract:

GlaxoSmithKline faced a situation common to large global organisations: how to allocate marketing resources to smaller, regional brands. Julian Birkinshaw and Peter Robbins report on the company's inventive approach to worldwide marketing that led to the development of a unique and productive network.

Reviews

Required fields are marked *. Your email address will not be published.