ABSTRACT
The chief marketing officer (CMOs) who are interviewed represent brands that are either expanding into new markets, and/or companies are looking to achieve increased efficiencies in marketing cross-border. Whether CMOs are in geographically-expanding organizations or companies which already are multinational, there's another layer of complexity on top of the single-market demands. Establishing a brand in a new market, driving awareness, educating customers and employees alike about the product offering, and then finding the right balance between creating value from the center, sharing best practice and learning from the markets is indeed a tall order. Target's CMO, Jeff Jones, is an exception to the rule of the revolving door CMO. Target is second largest discount retailer in the US, behind Wal-Mart, and announced its plans to expand early 2011. Shukla and his colleagues are developing and facilitating brand-building activities and initiatives in key targeted markets.
