Shell: an advertising success story: From local to global – the successful transformation of the oil giant's strategy

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

With an inherent history of decentralization, a belief in local autonomy and consensus decision making, a sudden shift in the balance of power from local advertising campaigns to a global strategy was a major change for oil giant Shell.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2005), "Shell: an advertising success story: From local to global – the successful transformation of the oil giant's strategy", Strategic Direction, Vol. 21 No. 9, pp. 15-17. https://doi.org/10.1108/02580540510616656