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Global Marketing

Starbucks: Learning About Customer Preferences from the Source

Background Starbucks Corporation is a multinational coffeehouse chain headquartered in Seattle, Washington. For younger generations, Starbucks has simply appeared to always be around and always be successful, but older generations witnessed how Starbucks’ high value for market research helped it become the largest coffeehouse chain in the world. Starbucks’ Market Research Even with Starbucks’ fame, […]

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Global Marketing

The Importance of Research Design to a Marketing Strategy

What is Research Design? Research design involves the creation of a blueprint or roadmap that lays out the process for collecting, measuring, and analyze relevant data used to answer an important research question. The two types of research design, quantitative and qualitative, are discussed below. Quantitative Research Design Quantitative research design looks at how consumers […]

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Global Marketing

Dove and Twitter: Netnography To Inner Beauty

Inner Beauty Dove has been committed to building confidence in beauty. In a world with high beauty standards, women have taken to social media to share their opinions on beauty. “In 2014 alone, women posted 5 million negative Tweets about beauty and body image. Women are two times as likely to say something negative about […]

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Global Marketing

How to Utilize Verification on Social Media

Using this blue check may increase your brand’s visibility and credibility among a global audience. If you have been active on any social media platforms in the past year, chances are you have been seeing more and more of these blue check marks. Traditionally associated with A-list celebrities and billion-dollar companies, the blue check is […]

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Global Marketing

Airbnb’s Marketing Miscalculation: Why It’s Essential to Have a Budget

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 […]

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Global Marketing

Crisis Communication: How Starbucks Handled Controversy

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 […]

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Global Marketing

Global Marketing Intelligence with Secondary Data

Market research is essential when moving your company into a new region or even reviewing your company’s progress. This allows a company to evaluate and analyze their products and strategies influence. Two ways to complete these analysis is gathering Primary and Secondary Data. Primary data is useful for products or services that may need more […]

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Global Marketing

What Does a Shorter Attention Span Mean for Social Media Marketing?

It’s been no secret that people’s attention spans are getting shorter and shorter. The average attention span for humans is currently 8.25 seconds, and “it decreased by almost 25% from 2000 to 2015” (Schiller, 2023). The result is a shift in the way people consume media, and by extension, social media marketing.  One of today’s […]