How CMOs Build Brands by Collaborating Across Silos
Harvard Business Review
MAY 31, 2011
As a facilitator, the CMO group at Nestle operates centers of excellence around topics such as the Hispanic market, mom & kids, and Walmart which are shared across silos. Get a common planning and information system. Both are the basis for communication and both are nonthreatening in that they do not impose the same strategy on all.
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