Category: Global Marketing

If you’ve been reading my other blog posts, you’ll know the quest for accurate and insightful global market intelligence is crucial for any company with international business. However, gathering this intelligence must be done carefully. Primary data collection can be susceptible to a curious phenomenon known as the Hawthorne Effect. This effect describes change in […]

In today’s interconnected world, businesses navigate a difficult and ever changing landscape, the global marketplace. Understanding international customer preferences, emerging trends, and potential challenges is not optional and brands must be aware of these issues at all times; this crucial knowledge serves as the foundation of effective global market intelligence. More specifically, strategic surveys have […]

Based on the early presentations in class, this is my obligatory food focused post. As with any economic index, the goal is to accurately measure purchasing power based on an identical “basket of good”. McDonalds has locations in 120 countries, which makes its signature burger the ideal product to compare the price of from place […]

How hopping on trends can help a brand’s social media. Come on Barbie, let’s go party at the Airbnb of your house. In a campaign surrounding iconic houses, last year Airbnb unveiled its Barbie Dream House inspired by the film. While the house itself has nothing to do with social media, the idea of companies […]

Airbnb announced their new global marketing strategy earlier this month. This strategy is centered around customers enjoying experiences rather than booking a short-term stay at one of their locations. The company is expanding their core business model due to slow booking rates since COVID-19. The new category around creating experiences for customers is called ‘Icons’. […]