Marketing Services Adoption in Retail & Consumer Product Goods (CPG) Global Business Services (GBS)
Market Report

18 May 2022
by Bharath M, Ratandeep Burman

Many organizations have adopted the global sourcing model to deliver corporate functions such as finance & accounting, human resources, marketing services, real estate, and supply chain management. The past few years have experienced strong market activity in the retail and CPG Global Business Services (GBS) space, with the emergence of new GBS setups and the expansion of existing ones. The delivery of marketing services from retail and CPG GBS organizations has increased sharply, especially after the pandemic, with GBS organizations stepping up support beyond traditional areas on the back of increased endorsements from enterprises.

This report explores the various aspects of retail and CPG GBS organizations’ marketing services delivery and examines the adoption drivers and maturity, challenges, responses, and key locations for delivery.

Scope

Industry: retail and CPG

Geographic scope: global

Contents

In this report, we study:

  • GBS adoption trends for marketing services in the retail and CPG industry
  • Value chain for marketing services
  • Delivery location landscape
  • Overview of marketing services delivery
  • Maturity and adoption of services delivery
  • Key growth drivers and challenges
  • Case study of a leading US-based retail firm’s GBS setup
  • Outlook of marketing services delivery from GBS organizations

Membership(s)

GBS/SS Marketing Services

 

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