Stephen Cassell, former EVP Brand Management, Cigna, shares his insights on the WTCA Global Market Entry Program
“Know before you go are the four words I keep in mind and encourage others to do the same as your business goes global.
Taking your brand global means being willing to take a holistic look at the pre/during and post entry requirements. This will help you launch and grow in a profitable manner. Avoiding pitfalls for global […]