Corbett was speaking at a post lunch session at Spikes 2012, titled, 'Putting Asia first: How Global brand leaders break through barriers of culture'. She noted that the age-old discussion of recruiting “chief cultural officers” is becoming more relevant.
Microsoft promotes cultural expertise as part of new go-to-market strategy
SINGAPORE - The industry has to start treating cultural knowledge as a professional competency, said Frederique Covington Corbett, Microsoft’s central market organisation lead for Asia-Pacific, in a seminar on the first day of Spikes Asia 2012.
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