“Branding “Castello” , as a luxury “art de vivre” product”
Francesco Leone , Vice-President Global Categories and Operations at Arla Foods, former Marketing Director Starbuck , Coca Cola and Colgate, will share his insights on “ How mature international organization should reinvent their marketing approach to face globalization of markets”.
The globalization is a major challenge for mature organizations that need to change their approach to market : reinvent themselves by putting the consumers at the center of their efforts and of their marketing and innovation efforts . Most of the European companies are still trying to find the right path for internationalization/globalization. Francesco Leone will present a case study where Entrepreneurship and Innovation lead to a successful marketing strategy in the most mature food market : the United States
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