Global Marketing Professor

Riot Games’ “VALORANT” is a free-to-play tactical shooter that has overtaken the leaderboards as the 6th most popular game in the world (NewZoo, 2022). Despite its release less than two years ago, it has amassed a total of more than 12 million active players per month of 2021, and is continuously growing, with around 1.5 […]

As more brands seek to expand internationally into foreign markets, they will need to overcome a few hurdles to become successful. For example, brands will need to establish recognition in new markets, get a leg up on competitors, and penetrate new market segments. One way B2B companies can address these challenges is by strategically partnering […]

A guideline to success when expanding a company globally is setting the global budget. Netflix is an example of a company that has committed a high level of capital to international marketing efforts.  Netflix was founded in 1997 as a VHS streaming service and has adapted to change the way TV is consumed. Netflix is […]

The third point in Professor Myhr’s strategy for successful international expansion is a creative strategy in your approach. Dunkin Donuts has taken a creative approach while entering foreign markets throughout the world. The corporation currently has  11,300 locations across 26 countries. With such ambitious international expansions, Dunkin knows that they cannot standardize their expansion into […]

Google first changed its name to Alphabet in 2015, and Facebook followed six years later, changing its name to Meta to reflect its focus on the virtual reality space, the Metaverse. There are two main reasons that big-name companies change their name. One reason is that the current name doesn’t fit the company’s direction anymore, […]