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Managing across markets

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Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Article

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

News

MADRID: Traditional Spanish telco Telefónica has announced a push into Latin America with its Movistar+ original content platform and the launch of the most expensive Spanish series ever made.

News

SHANGHAI: Marriott, the US hotel chain, has found itself at the receiving end of official Chinese anger after a Mandarin-language questionnaire emailed to its loyalty program customers listed Tibet and other territories as independent countries.

News

GLOBAL: Unilever, like other FMCG giants, has found in recent years that globalisation has come with the countertrend of consumers increasingly opting for local, insurgent brands, yet the Anglo-Dutch company is fighting back.
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News

LONDON/HONG KONG: Marks & Spencer, the British retailer, has sold its retail business in Hong Kong and Macau to franchising partner Al-Futtaim in a move understood to signal its retreat from international markets in favour of its key UK ...

News

JAKARTA: Global brands seeking to capitalize on their international status in Asian markets are fast finding the days of “easy money” are over as consumers in emerging markets turn to local brands.

News

SHANGHAI: Brands in China should aim for conspicuous consumption in public, with the product or brand logo itself working to aid the consumer in building their social status, according to a China marketing expert.

Article

How brands can crack the unspoken rules of Chinese consumer culture, including the role of brands in projecting personal status, emphasizing personal payoffs and offering reassurance.

Article

This article outlines five key consumer and economic trends brands should watch for in Asia in 2018, including the rise of India and Indonesia, premiumization, segmentation and the ongoing China slowdown.

News

LOS ANGELES/BEIJING: Lime Crime, the cosmetics company, adopted a distinctive approach to launching in China in response to the unique dynamics that were facing its brand in the country.

Article

This event report looks at the challenges Lime Crime, a cosmetics company, faced in bringing its brand to China.

Article

Consistently delivering on a major service promise is the sort of thing often monitored by mystery shopping, but that sort of research hadn’t worked for SkyTeam, an international alliance of 20 different airlines.

News

LONDON: English-language newsbrands operating internationally face stark choices in terms of which business model they follow, with only a handful likely to find success with paid subscriptions, according to a senior News Corp executive.

News

NEW YORK/SHANGHAI: Tencent’s market valuation overtaking that of Facebook lends added weight to a growing trend that has seen Chinese agencies expanding in the US to offer services to brands targeting the world’s second-biggest economy.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

News

GLOBAL: Leading global advertisers are prepared to re-think their organisation’s approach to media as the complexity of that environment increases, according to a new study.

News

SHANGHAI/LONDON: China’s National Day Golden Week holiday has just come to an end, but there are still many ways in which Western brands can target Chinese consumers and a new survey provides essential insights.

Research Paper

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

Research Paper

This paper describes how Orange, the telecommunications provider, leveraged its digital research platforms globally to ensure the consumers' voice is always at the heart of the company and to promote quicker, smarter decision-making and action-taking.

News

MUMBAI: Coca-Cola, the world’s largest beverage company, aims to make India its third-largest market globally, according to its new CEO during his first trip to the country.

News

AFRICA: Many multinational businesses have found that sales and profits in sub-Saharan African markets are below expectations but that is because their expectations were unrealistic in the first place, a regional analyst has argued.

News

CANNES: Although China is home to some of the world’s largest brands, its young advertising industry is still on a learning curve, according to a top agency executive in the country.

News

BENGALURU: Amazon’s foray into the world’s second most populous country produced valuable lessons that are now informing how the e-commerce giant operates in the mature markets of the US and Europe, according to a company executive.

News

SHANGHAI: Coffee chain Starbucks is opening 500 new stores a year in China, at a time when other Western brands rethink their China footprint, and the company’s Executive Chairman believes its success stems from adapting to local culture.