A Forbes article “Why Airbnb made a big mistake by ditching its marketing” discusses Airbnb’s decision to cut back on its marketing efforts at the height of the Covid-19 pandemic. It highlights the importance of effective marketing and communication strategies for companies operating in global markets, even in times of global crisis. Airbnb is a […]
Author: Anna Tran
Bryghtpath released an article to discuss “Lessons in Crisis Communication,” based on an incident that occurred at a Starbucks and the subsequent steps the company took to mediate and correct the issue. It serves as an important case study for crisis communication that brands across the world to learn from. The incident involved the arrest […]
A Fashionista article highlights the importance of cultural sensitivity in global marketing and international market communication, even in the global high-fashion world. They discuss the controversy surrounding Dolce & Gabbana’s offensive ad campaign in China and how the brand is still “making a years-long push towards reconciliation and rehabilitation following a 2018 racist incident.” The […]
Ikea is a global Swedish furniture company known for its affordable, stylish, and easy-to-assemble home decor products. As of February 2023, they have 460 stores in 62 markets. Although this organization participates in the global market at such a large scale, it has had instances of translation problems, which we can use to discuss International […]
Many marketing mistakes on a local and global level cost corporations financially, but also can have a devastating impact on a brand’s image. One social insensitivity, mistranslation, or a simple misunderstanding can set a company’s progress back and may cause it to ultimately fail. This is becoming increasingly complicated by the processes of globalization and […]