Our role is to shape decision-making. In large multinationals, the global structure of the marketing organization largely determines whom we get to influence. Evolving structures further complicate or limit our role. However, the researcher is actually far better equipped than marketing personnel to deal in a borderless environment, and can serve a unique role in synthesizing learning and providing concrete solutions that cut across geographic frontiers. The emergence of social media creates havoc with traditional marketing structures, but significantly enhances our potential value to the global enterprise.