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16 ORGANIZATIONAL STRUCTURE
Key considerations related to this structure:
PROS
Leverages the best options available to a brand at various stages of its Multicultural
marketing development.
Draws upon learnings obtained across approaches.
Increases level of knowledge and understanding of Multicultural segments and
opportunities across teams while ensuring an expert team leads the efforts in moving
Multicultural marketing forward.
CONS
May make it diffi cult to measure impact in a standardized way.
Could be the result of inconsistent commitments or team turnover versus intentional
fl uidity.
