Global Pretenders?
RESEARCH
The same banking giants that use high-profile advertising campaigns to market their global brands are in fact failing to take advantage of the global market, according to the preliminary findings of research set to be published by IBM later in June. Nine out of 10 executives do not believe that their businesses have woken up to the opportunities globalization offers, the survey finds.
"Executives at all the big bulge-bracket banks are saying that they are a bunch of pretenders," says Suzanne
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