Marketing enters the C-suite

Five big issues facing global companies


What sort of business worries keep senior global executives awake at night?

Right now, of course, the health of the global economy and unpredictable exchange rates are top of the list. But in my conversations with business leaders around the world, I’m also hearing that more and more marketing-related issues are taking up senior management time.

Brands, customer insights and social media are not just matters for marketing departments. They are vital business issues that are increasingly being discussed in the C-suite too.

I would highlight five issues in particular.

1. Customer focus
2. Polarization of segments in developed markets
3. Branding and innovation
4. Challenges from new global players
5. Social media and the digital consumer


Source: IMD / President Dominique Turpin | | November, 2011