Global Marketing Professor

In today’s consumer culture, people often times have several choices at their fingertips, whether it be for clothing, fast food, cars, you name it. Because of this, it is becoming more important than ever for brands to focus on customer retention and customer loyalty. Transparency is an important way of doing this. In fact, a […]

In the world of fast fashion, there are very few brand names that are widely recognized globally. Zara and H&M are considered the giants of the global fashion industry. Both companies in the past decade have put all their forces into getting their names out there, not just on a local level but a wide […]

Apple is an international brand that offers the same products accross different cultures. An iPhone in China looks like an iPhone sold in the US. Apple’s cross international marketing team aims to provide a consistent experience across different cultures. This is seemingly different from other brands who will completely customize their product offerings to cater […]

A new marketing channel is entering the category and creating a name for itself. Brands now have to work harder to get the interest and attention of consumers, and with the many different channels available, they must be smart about where they invest their money and efforts. Due to the rise of “storytelling platforms” such […]

Taco Bell is arguably one of the most famously recognized brands not only in the United States, but on the international playing field as well. The company has worked establish itself as more than just a place for quick meals, but also for snacking and late-night stops, targeting a younger consumer base. Taco Bell has […]

Social media is more than just a tool for socially engaging online with friends and family. Platforms such as Facebook, Instagram, YouTube, What’s App, and others, created an opportunity for companies to reach their potential customers on a global basis. The amount of data recorded and analyzed by these platforms’ complex algorithms is sufficient to […]