ABSTRACT
In addition to designing appropriate structures, successful leaders of global marketing organizations are often distinguished by their ability to deftly navigate the three functions: organization, control, and leadership. In many young and small companies, the global marketing function develops organically as the organization expands into more and more international markets. As companies and their global marketing organizations evolve and grow, however, it is important that executives take the time to formulate and establish solid strategy, leadership, and cultural drivers. The degrees of integration among the worldwide business units and headquarters or among various local and regional subsidiaries play a critical role in the success or failure of global marketing campaigns. Organizations may also disentangle different global marketing tasks by separating them over time. A new approach to organize global marketing originally comes from the domain of software development. The idea of Agile organizations and methods dates back to 2001 and was originally used in software development.
