In today’s interconnected world, effectively addressing global customers is no longer optional—it’s essential. A recent article by Noel Capon, Mark Heil, and Gus Maikish in The European Business Review explores how companies can structure themselves to meet the unique challenges and opportunities presented by a global customer base.

The article highlights strategies for aligning organizational structures with global customer needs, emphasizing the importance of cross-functional collaboration, centralized oversight, and local responsiveness. These insights are not only relevant for multinational corporations but also resonate with any organization striving to expand its reach and better serve diverse markets.

Noel Capon, a leading voice in global marketing strategy, continues to inspire students and professionals with his groundbreaking research and publications. This article is a must-read for anyone navigating the complexities of global customer management.

Read the full article here.