Excepting a few multinationals, the marketing structures (and therefore strategies) of most companies are country-centric. The penetration of global media, the power of the internet and the reach of large retail chains have reduced the significance of national borders (from a marketing perspective). In some cases, this has challenged the economic viability of conventional single country marketing. Is it time to redraw the world (marketing) map? Will single country marketing survive or will we see the emergence of a new breed of new multinationals?