Be more strategic: Top-down or bottom-up, marketing and sales integration and property marketing
Red Star Kim
DECEMBER 18, 2023
But in essence it is about whether strategy is developed by a centralised leadership team or by those running the business units or divisions. In practice, there is usually an iterative process where top-down and bottom-up strategies are negotiated and aligned. Some think about a centralised or decentralised approach to strategy.
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