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Seven Steps to Leading a Gender-Balanced Business by Avivah Wittenberg-Cox

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8

Gender Bilingual Marketing

Companies’ mission statements are often a good indicator of their gender bilingual abilities. Here again, do machines or people dominate? Does the organization lean toward a self-serving enhancement tool to improve a buyer’s competitive position and performance, or a more utopian, “other-focused” goal to save the world or some part of it? While mission statements have traditionally been an internally focused message, they have moved over into the marketing domain. And with good reason. Customers, shareholders, and a broad swath of stakeholders increasingly care about what a company thinks it does. From Google’s (in)famous “Don’t be evil” statement to IBM’s “Solutions for a smarter planet” tagline, the mission is increasingly ...

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