October 2012 – International Marketing Blog

How about a burrito?

31. October 2012

Author: Simon Roth This short blog entry is about overstuffed burritos – and an incredible successful story in entrepreneurship. A few of us have stumbled into this certain fast-food place called “Chipotle” (www.chipotle.com) on our last visit to the US. This – however – was not difficult at all, given that there are currently well over 1200 restaurants serving 800’000 meals per day and generating revenues of approx $2.2 billion per year. The first Chipotle fast food place was founded …

What characterizes B2B International Marketing? And what are its key factors to success?

30. October 2012

Author: Carla Sager When it comes to B2B marketing there are a few factors that clearly distinguish B2B markets from consumer markets: the complexity of B2B products, the involvement of a sophisticated and highly rational decision making process and the need of proven product expertise knowledge among others. B2B International, a B2B market research agency that claims to be the world leading one, summarizes the ten key factors that differentiate both markets. The complexity of B2B international marketing really takes …

Does cultural background influence communication?

30. October 201230. October 2012

Author: Doris Kündig Due to globalization intercultural communication is becoming increasingly important. Moreover, mobility and the rapid development of communication technologies lead to ever more contacts between people of different cultures. To facilitate the understanding of cultural differences, among other things in the business world, Geert Hofstede has developed the cultural dimensions theory. This analysis tool enables to gain a group-related cultural overview. The following dimensions are aspects of a culture, which in relation to others can be measured and …

Barriers to market entry

30. October 201230. October 2012

Author: Daniela Jenni Any company wishing to do business abroad faces numerous obstacles. Political restraints, legal restrictions, operational barriers hindering access to essential resources or distribution channels, or even a lack of knowhow about the new market can impede or limit market entry. As a consequence, it can often be difficult or even virtually impossible for a company to gain a foothold in a new market. The following two events are designed to help Swiss firms doing business abroad to …

On your marks, get set, ENTER!

29. October 201229. October 2012

Author: Natanja Rebsamen Your company is planning to go overseas? You see foreign market opportunities, tax benefits and have profit and growth goals? Your market is saturated and you are trying to withstand the competitive pressure by entering new markets? “.. it is undeniable that the concept of entry barriers plays an important role in a wide variety of competition matters because it is vital to the analysis of market power” (OECD, 2007, Policy Briefs Competition and Barriers to Entry) …

Value-based pricing as a strategy to maximize profit

29. October 2012

A value-based pricing strategy includes both the value creation and the value appropriation. Firstly, it is important to understand exactly what drives sustainable value for people. Creating these values in products and services is the foundation of the value-based pricing. The cosmetic brand La Prairie, for example, launched their Caviar Collection for a very special skin treatment. By communicating the value of the visible improvement one’s face will receive, the perception and the willingness to pay a higher amount for …

Development and Realisation of International Marketing Campaigns

29. October 2012

Authors: Marc Helfenstein, Carla Sager und Natanja Rebsamen Pascal Schaub, Chief Strategic Officer at Saatchi & Saatchi, advises us in the development and realisation of international Marketing Campaigns, explains us the factors behind his success and the roll of Social Media. [youtube http://www.youtube.com/watch?v=22JUYBq3trs&w=530&h=298]

International Communication

29. October 2012

Author: Natanja Rebsamen Due to the globalization, International Communication is gaining a very high importance related to social interactions between different cultures. Entering new markets or commencing successful negotiations can be eased by cultural awareness. The most common approaches were developed by E.T. Hall and G. Hofstede: Besides the dimensions “space” and “time”, E.T. Hall (The Hidden Dimension, 1990) outlines the importance of the third factor called “context”. He differentiates between “high context cultures” which use a more indirect and …

Global advertising

29. October 2012

Author: Doris Kündig When operating globally a company must, among other things, raise the question about what and how to communicate. That’s where tradition and cultural values come in. The cultural values forming the basis of society must be analyzed carefully. Whether the society is individualist or collectivist, hierarchical, or family oriented. Whether there is an economic or a dominant political ideology, or there is a religion practiced by a majority. All these values are having an impact on an …

When the lights went off – a true global campaign

10. October 2012

Author: Simon Roth Sydney March 31st, 2007 – It was 7:30pm when the lights went out and the city turned dark. This very hour without lights from 7:30pm to 8:30pm marked the start of what can be described as one of the most powerful global campaigns, which – in the beginning – was not intended to become global at all. The Earth Hour was initiated by WWF Australia (www.wwf.org) and conceived by advertising agency Leo Burnett (www.leoburnett.com.au) to take a …