Branding in China: The Challenge of Selling Starbucks Coffee in a Tea-Drinking Nation and Other Lessons
Executives from multinational companies discuss their strategies and insights on building a brand in China, given the low brand loyalty and fickleness of Chinese consumers.
"Ad-ding" It All Up: Identifying the Thai Advertising Industry's Success Drivers
Richmond Ezer Escolar shows how Thailand's unique history, culture, refined aesthetics and cost advantages make it one of the most attractive locations in the world for advertising.
Marketing with Dan Henson, CMO of General Electric
Marketing in the multidimensional firm of General Electric is no easy task. Watch an interview with Dan Henson, CMO of GE and hear his insights into marketing at this global powerhouse.
Branding in India Symposium
Global product lines have made some inroads in India with limited success. Experts from Leo Burnett, Gutenberg Communications, academia and design organizations debate the challenges of winning market share in India's complex and sophisticated market.
For Italian Luxury Goods Companies, Less is Often More
Through visits with Armani and Ferrari, a group of MBA students learned first-hand about positioning, waitlists, and Italian luxury.
MTV World Presented by Nusrat Durani
On November 14, the Media Management Association (MMA) and the South Asian Business Association (SABA) welcomed Nusrat Durani, general manager and senior vice president of MTV World.
Brand Revolution in the Age of Consumerism: An Olympic Feat for China
With a theme of "Brand Revolution in the Age of Consumerism: An Olympic Feat for China," Mr. Yung spoke about the recent evolution of marketing among Chinese corporations.
Sesame Workshop: Going Global with Muppets
Increasingly, Sesame Workshop has partnered with local producers to create new shows using Sesame characters and/or new characters to appeal to foreign audiences. Two case studies on market adaptation - Kosovo and Japan - examine the steps that Sesame Workshop has undertaken in its global expansion.
Exploring Ecotourism in Ecuador
This paper analyzes Ecuador's attractiveness and potential as an ecotourism destination and profiles the business activities of Yachana Lodge and Black Sheep Inn.