Global Marketing Professor

In the world of luxury products, brands have usually priced their items using the value-based pricing strategy. The price of their products was in line with the demand for the products. As an example, luxury brands have typically priced their products at 25% to 40% higher in Asia than they would in Europe. But with […]

As buyers around the globe have access to more information, develop increased expectations, and are exposed to numerous brands, capturing their attention can be a challenge! What’s even more of a challenge is attracting the best-fit buyers for your business. In our last blog post, we mentioned that B2B companies are increasingly focusing on a […]

In mid-March, Disney was faced to take a stance on the “Don’t Say Gay” bill as it sparked tremendous debate on which side they should support. Disney was working behind the scenes since they thought it would be more effective to engage directly with lawmakers on both sides as their stance spilled publicly causing chaos […]

In the B2B world, you will very likely deal with a smaller pool of customers than your B2C counterparts.  This places a stronger emphasis on long-term customer relationships.  To create the best relationship, it is crucial to understand and adapt to your customer’s preferences.  Communication has largely transitioned from being in person to being digital.  […]

With a world full of new brands and companies emerging every day, it can be hard to set your company apart from the crowd. Industry leader Nike Inc. has been able to keep its standing as a top brand on the market. From the iconic swoosh logo to motivational empowering advertisements, Nike is a brand […]