Global Marketing Professor

Nike was able to skyrocket their revenue during the pandemic, when most companies were struggling to survive. This was due to their digital and global strategies to succeed. Nike’s revenue in 2019-2020 was $41.3 billion which is almost double their closest competitor, Adidas, who had revenue at $25.6 billion. They were able to do this […]

Niche tourism is a new work I recently came across. When looking more into it, it was difficult pinning down a specific definition. I later read that Niche Tourism is actually a collective term used to group a number of types of tourism – which explained why there’s no one definition. However, it being an […]

Glocalization is the combination of both a globalization and localization strategy. It creates a universal global brand while also adapting to local culture. It differs from globalization because globalization emphasizes product standardization. Glocal marketing strategy involves adapting aspects of a marketing strategy such as tone of voice, social media strategy, brand names and colors, and […]

In this blog post, we want to look at the concept of creative destruction which was listed under “Gaining Competitive Advantage” in Class 3’s PowerPoint. Creative Destruction is a concept created in the 1940s by Australian economist Joseph Schumpeter. It is defined as destroying established processes in order to create room for improvement. Schumpeter believed […]

Selecting a Program Some examples include rebates, discounts, free products, charitable donations, and SPIFs (sales performance incentive fund).  For instance, a vendor would be incentivized to sell more product if there was a cash reward for exceeding a sales quota in place.  A wholesaler might be incentivized to purchase more if there was a discount […]

GoDaddy is an American publicly traded Internet domain registrar and web hosting company headquartered in Scottsdale, Arizona. Not only does it offer a platform for building a website, but it also offers everything one might need to create an effective, memorable online presence. GoDaddy also provides a hub for domain auctions, GoAuction, where users can […]

Customer experience takes a little more thought for B2B companies than for B2C companies.  For B2C, designing a UX is a popular method of improving customer experience. In B2B, the customer experience should encompass every single touchpoint from start to finish.  Here is a breakdown of the B2B customer’s journey to help you create and […]

IKEA is a Swedish-founded multinational organization that designs and sells ready-to-assemble furniture and other home products. IKEA has successfully implemented a global international strategy. A global strategy is an international strategy in which a firm’s home office determines the strategies that business units are to use in each country or region (Hitt et al., 2019). […]