Global Marketing Professor

When do you not see an ad on social media? I just went on Instagram to test this out, and on my third scroll there was an ad. Whether you’re Starbucks or a local brick and mortar, social media directly impacts the NOI for these businesses. How? There are different strategies for different size businesses, […]

When you think of “small business” or even local mom-and-pop shops, technological innovation and brand awareness are not conventionally at the top of the list of key attributes. These store owners are achieving success through a small market in their local region, and don’t seem to have any desire to expand beyond that. However, the […]

If you surveyed every student’s phone in our Master’s Program I would bet $50 there is TikTok on everyone’s iPhone. TikTok “blew up” during the Pandemic, and has become smartphone user’s go to application. Whether it is for a new recipe, home DIY projects, or a silly dog video, TikTok has it. What has been […]

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 […]