Insights – Experts – Content
Authors: Kimberley Jeker, Simon Roth und Hannelore Tontsch Dennis Pitta, (Prof. ph D. ) of the University of Baltimore shares his view on the present and future situation in international marketing from a US Amercian perspective. [youtube http://www.youtube.com/watch?v=MQ3kOGIJ6eU&w=530&h=398]
Author: Ana Ingold “We hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that”, said Mike Jeffries CEO of Abercrombie and Fitch. This is the business philosophy Abercrombie and Fitch has been building its apparel brand on during the last 17 years. And this lifestyle brand which is called “Casual Luxury” by insiders definitely sells. A&F have more than 5000 …
Author: Philipp Bircher Berlin-Berne, we have a problem! Well, not just one, we certainly know that. But there’s one controversial subject that outshines all the others at the moment: the dispute over non-taxed funds of German citizens in Swiss banks. In a nutshell: The German government accuses Swiss banks to be a shelter for German tax offenders. This is mainly due to the perception of Switzerland as a “tax haven” which is based on the country’s legislation allowing banks to …
Author: Colette Richter Images from “East meets West” by Yang Liu @Yang Liu Design, www.yangliudesign.com Hermann Schmidt Verlag Mainz, 2012, 9. Auflage ISBN 978-3874397339 Being responsible for several overseas markets including China, I often receive questions from staff members or friends why guests from China are like this or business people behave like that… How come people are prejudicing without knowing anything about a culture? Saying this, making certain assumptions or in other words stereotyping people, it makes sense to …
Author: Manuel Blunier It is a fact that in all wealthy European countries (UNDP, Human Development Index, 2011) price negotiations are not traditionally prevalent. Surprisingly enough, that most multinational trading company are situated exactly in these regions of Europe. In my personal sales career most negotiations have led to a price reduction but rarely to a price increase. However, I hear again and again how important it is to have well trained negotiation skills. The question must be: what characterizes …
Author: Hanne Tontsch Find here some of the questions which you should ask yourself if you encounter international business partners. These are some basics that will help you to honor your business partners and customers in their culture and they pave the way to successful interpersonal relationships. As an example The new CEO of a company in the outdoor sector meets in a suit on a potential Japanese partner. He is dressed very casual and and he wears clothing that …
Authors: Manuel Blunier, Ana Ingold, Doris Kündig, Colette Richter Beat Wälti, Director of Marketing and Sales, and Member of the executive board of Pilatus-Bahnen AG, explains how a tourist destination and attraction markets its offerings on the international stage and what a role social media is playing in this: [youtube http://www.youtube.com/watch?v=aH25K8w8U6k&w=530&h=298]
In unserer globalisierten Welt spricht man oft von „Global Advertising“. Es scheint, als ob sich für international tätige Unternehmen in standardisierten Werbekampagnen ein massives Sparpotenzial verbirgt. Aber zahlt sich dies auch langfristig aus? Martin Grolms von Technik Kommunikation ist der Meinung, dass länderübergreifend identische Zielgruppen nicht standardisiert beworben werden sollten. Es kann zwar zutreffen, dass sich der Lebensstil und die ökonomischen Aspekte einer Zielgruppe in verschiedenen Regionen unwesentlich unterscheiden – Mythen, Geschichten und die Kultur jedoch trennen die Welten. Die …
Picture: Jungfrau Region Marketing AG Authors: Hannelore Tontsch, Philipp Bircher and Marc Helfenstein What are the crucial factors for the management of the Jungfrau regional sales and marketing department to consider when entering the US market in order to be successful? Apart from an in-depth analysis of the organization’s readiness and the suitability of its product, our findings reflect an assessment of the US market‘s potential. Additionally, it opens a discussion about cultural aspects that need to be taken into …
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 …