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6 ORGANIZATIONAL STRUCTURE
This research also highlights how important a company’s own culture is when choosing the
structure that best aligns with established protocols and team dynamics. Structural choices
can also be infl uenced by a company’s Multicultural marketing life stage. For example, are
you just beginning or well advanced? As programs evolve, structures may change in response
to growing or shifting needs, such as the strengthening of internal Inclusive and Multicultural
marketing knowledge and capabilities.
Finally, AIMM’s fi ndings underscore that structures are only one piece of the puzzle. They are
only as good as the people, processes, and protocols which make them up. No matter the
structure, a company’s Multicultural marketing strengths will be dependent upon empowered
team members — internal, external, or both — with deep culturally-specifi c insights and
expertise. As an analogy, imagine a medical center, able to take on general health issues, but
also structured to connect patients with specialized practitioners such as ophthalmologists
and cardiologists. From a marketing standpoint, specialists are critical to getting to the
core of what makes diverse consumers tick. It’s important to note that talent development,
recruitment, and retention are also essential aspects of strong and sustained organizational
structure.
No matter the structure, a company’s Multicultural
marketing strengths will be dependent upon empowered
team members — internal, external, or both — with deep
culturally-specifi c insights and expertise.
