The CPA Journal article “The Volkswagen Diesel Emissions Scandal and Accountability,” outlined a scandal that hit the global automotive industry. In 2015, Volkswagen, the German multinational car company, was found to have installed software in its diesel cars that allowed them to cheat emissions tests. This resulted in emissions that exceeded legal limits. From 2009-2015 […]
Tag: International Marketing
In 2018, Heineken released an ad that sparked controversy and accusations of racism, according to the New York Times article on the subject. The ad depicted a bartender sliding a bottle of Heineken Light past several people of color before it reached a lighter-skinned woman with the tagline, “Sometimes, lighter is better.” The ad appeared […]
Fenty Beauty was started in 2017 by Rihanna. The star saw an opportunity to cater to a wide range of skin tones, particularly those that are often underrepresented in the beauty industry. The diverse shade range, inclusive marketing campaigns, and innovative products made the brand widely successful in the United States. They also market themselves […]
As technological advancement has increased substantially the use of the Internet in business practices has become so familiar. These advancements further allow new marketing tactics, especially in social media marketing. Social media marketing is using social media platforms and websites to promote a product or service. A specific strategy that I will explore is Inbound […]
Red Bull successfully achieved globalization by creatively and thoroughly managing their marketing strategies. An Austrian company launching in 1987 crated a global appeal. Their target audience generally fell between 15-45 year olds; with high income. Main areas their audience picked up their products were at the gym, parties, bars, or social gatherings. Red Bull promised […]