To Spur Change, CMOs Need More Managerial Discretion

Thu, 19 May 2022 00:00:00 -0400
Leading Edge

CMOs cite a lack authority when their companies enter foreign markets, and they feel frustrated by the experience, according to a recent study. But chief marketers can play an instrumental role for brands that are expanding their global footprint — if senior management has the will to provide more managerial discretion.