Marketing moves from a global to a transnational management structure

Article Abstract:

More and more companies will become 'transnational' as the 21st century approaches, with authority being shared among business units across the world. Global policies will be implemented in a local way, and there will be a new balance between headquarters control and national independence. Companies seeking to establish a transnational structure should bear in mind issues including the need to learn to work in a matrix defined by product group divisions and by geographic area and the need to develop managers who are able to think and act more effectively across borders.

International aspects, Business planning

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Daimler-Benz may sell stake in marketing services arm

Article Abstract:

Daimler-Benz Interservices (Debis) is negotiating the sale of its Marketing Services unit, which boasts annual turnover of $570 million. The decision is part of a plan to sell off units which fail to achieve a profit which equals 12% of turnover. Debis Marketing Services includes advertising agency GPP, Marketing Consulting, Fairs & Exhibitions, and debis G.F.M.O. A decision on the possible sale is to be made by the end of June 1996.

Marketing, Marketing industry, Daimler-Benz Interservices AG, Debis Marketing Services

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Mars Europe adopts new marketing management structure

Article Abstract:

M&M/Mars is to restructure its European marketing operations to include three specialist functions including advertising, consumer development, and brand portfolio. To date, European confectionery brand management was handled by three franchise directors. Advertising will be headed by Tom Jasinksi; with Paul Jackson in charge of brand portfolio. A Mars executive has yet to be appointed for consumer development.

Chocolate and Confectionery Manufacturing from Cacao Beans, Confectionery Products, Candy & other confectionery products, Europe, Candy, M and M/Mars, Confectionery

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