Why SAP Wants To Move Beyond ‘Big’

October 10, 2011 Forbes by Jennifer Rooney

Now as it moves into a new era under the marketing leadership of CMO Jonathan Becher, a three-time CEO, it is seeking to build stronger relationships with smaller businesses, like Pinkberry and Skullcandy. In fact, Mr. Becher wants to extend SAP’s branding to companies and people who don’t really know what SAP is—beyond a “big company” that “sells expensive software for the biggest companies on the planet.”


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