Global brands represent enormous cash-producing assets. To build them requires consistency over time and across country borders. The key for developing consistent strategy across country borders is identifying the global segment and the global position. The key for implementing that strategy is often the global marketing team.
Sexton, Don. "Building Global Brands." The Advertiser (June 1997): 40-43.
Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.
Each topic is linked to an index of publications on that topic.