Article ID: | iaor20108589 |
Volume: | 21 |
Issue: | 2 |
Start Page Number: | 7 |
End Page Number: | 11 |
Publication Date: | Jun 2010 |
Journal: | Business Strategy Review |
Authors: | BIRKINSHAW JULIAN, ROBBINS PETER |
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.