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ORGANIZING FOR GLOBAL IDENTITY

Maureen F. Hartigan (Director of communications for Volvo White Truck Corporation in June, 1986.)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 March 1987

132

Abstract

Organizing a communications function for a “global” company and focusing its marketing image offer rare opportunities and challenges. Yet it is possible to do so, and to do it profitably.

Citation

Hartigan, M.F. (1987), "ORGANIZING FOR GLOBAL IDENTITY", Journal of Business & Industrial Marketing, Vol. 2 No. 3, pp. 65-73. https://doi.org/10.1108/eb006037

Publisher

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MCB UP Ltd

Copyright © 1987, MCB UP Limited

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