When local trumps regional

In an era of globalisation, a paradox. The universal brand is in the ascent, but at the same time local, country-level tastes, knowledge and needs remain crucial. That means the local manager becomes more important, often at the expense of the regional executive. The result: a dumbbell-shaped hierarchy, with powerful global heads at one end and flexible, fast-moving managers with their ears to the ground at country level. Hardly surprising, when a regional manager could only hope to cover the beat effectively with a suitcase perpetually at hand.

Chapter 7 of 13

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