The Next Steps in Going Global
Name/Title
The Next Steps in Going GlobalSecondary Title
Offices in Asia and AustraliaDescription
The sixth installment of the 50th Anniversary Series, written by Harold Burson, co-founder of Burson Marsteller, focuses on the firm’s global expansion during the 1970s.Context
"The Next Step: Going Global" is an essay by Harold Burson that recounts the firm’s achievements as it entered the 1970s, including its expansion into Asia, a region that was unfamiliar to Burson. The company aimed to establish a global presence, and Burson recognized the economic potential of Southeast Asia, particularly as his offices collaborated with the Singapore Economic Development Board to promote U.S. investment.Category
Public Relations