Page 13 - AIMM_BookDesign2_Body_021719_v8.indd

12 ORGANIZATIONAL STRUCTURE

Key considerations related to this structure:

PROS

Centralized unit of segment experts allows for integration and alignment with brands’
overall needs. At its best, the consultative nature of a COE is an opportunity to generate
and instill shared knowledge company-wide.

General market initiatives may benefi t from COE insights and consultative involvement,
including diversity of thinking and specifi c cultural input.

Often signifi es a high level of commitment by the company opting to institute this
structure, a message that inspires cultural confi dence, both internally and externally.

CONS

Consultative nature often blurs the lines of accountability. COE input may not translate to
fully realized implementation or any implementation at all, as non-COE stakeholders may
lack experience for effective follow-through.

Budget holders (or other non-COE stakeholders) may choose not to prioritize COE
recommendations when weighed against other priorities.

May have expertise with one or more segments but spread too thin or not as capable with
all Multicultural segments of interest.

Lack of full budget management puts the responsibility of Multicultural marketing in
other hands and minimizes the infl uence and power of those with the greatest level of
knowledge.