A perfect example of how global leadership looks and how it influences culture is the creation by The Coca-Cola Company of the image and concept of Santa Claus. It’s been years since this concept was created, and without a doubt, they appropriated this image. They made it a tradition for their brand. Every year during the Christmas holidays, it is hard not to associate the idea of Santa with this drink.
Having the ability to extend our influence and to lead beyond our culture, is a vital element to manage a team and an organization successfully in a globalized world.
Have you thought about the influence of certain commercial images on your daily life?









