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.
Marketing Must-Haves
Drawing on his experience managing the growth of the Chanel brand in the United States over the past two decades, Arie Kopelman discusses the rewards and challenges of global brands and how marketing practitioners can stay ahead of the game.
Balancing a Global Corporate Structure with Creativity
Chairman and CEO of LV Capital and President of L Capital France highlights the paradox of running a global company while maintaining the creative edge. He then touches on the role of LV Capital in generating new brands for the multi-label company.
Bulgari: Building a Global Brand
Francesco Trapani, Chief Executive Officer of the Bulgari Group, in a presentation to Columbia Business School students, explains his company's global marketing strategy.
Human Relationships and Global Branding
Lord Dennis Stevenson, Chairman of Pearson plc and Chairman of Halifax Bank of Scotland plc, candidly describes his role in running a global multi-product publishing company. He delightfully testifies to the benefits of the portfolio career.
Nissan and Jaguar's Global Branding
Jaguar's more standard global branding approach across many countries appears to have earned the firm significant growth in sales.
The Delicate Balance Between Standardization and Localization in Global Branding
While some level of consistency is essential to the brand's success, a certain amount of freedom to react to the local environment can benefit the brand as a whole.
Eli Lilly's International Business Strategy
Sidney Taurel explains how his company maintains a unified image internationally.