Globalization

First Mover Status a Winner in True North

First Mover Status a Winner in True North

This summer, a frequent Global Marketing course topic was ‘First Mover advantage’. I taught Pepsi’s countertrade tactic to win 1st-to-market access in the USSR. You read that right- the USSR, not Russia. Pepsi entered a still-Soviet Union long before comrades embraced Capitalism. They gained access to that market, in exchange for exporting the USSR’s vodka- which became [...]

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Coke Is No Zero on Cultural Sensitivity

Coke Is No Zero on Cultural Sensitivity

Coke Zero scored scored a connection with me via a new spot that’s Made In Canada, For Canada, About Canada, Using Canadian Talent & Icons. Terrific work showing HUGE cultural sensitivity. Coke? A brand from Atlanta? Isn’t that the only city ever to have two shots at having an NHL team, but blew it both times? Yes, but Atlanta-based Coke has a [...]

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Office MAX Sees Wisdom of MIN

Office MAX Sees Wisdom of MIN

Crains has reported that Office Max, like WalMart & Best Buy- will make a push in small stores ie 5,000 to 10,000 sq feet. Why is this seen as ‘news’?  Two generations ago, high-service ‘small stores’ dominated retail, as they had since time began. Big Box formats, in Suburban/ Outskirts locations, are a recent wave [...]

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Three Things to Worry About

Three Things to Worry About

Maybe it’s just the Monday Blues, but I see economic risk right now on multiple fronts. Not on the one you’re probably thinking of- sure, a US Fiscal Cliff looms, but didn’t we all expect that to go to the wire & past? ie only be resolved after 11th hour politicking, brinkmanship & posturing? Nope; [...]

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‘Old’ Icons Kept Fresh via User Inuput

‘Old’ Icons Kept Fresh via User Inuput

the 5th P of marketing, Public Input, continues to grow fast in power & range. Organizations of all kinds need to get hold of it & use it to their benefit! You say your business is an old & established and doesn’t need Public Input? For shame!  Coke is an ‘old’ brand using Social/ User [...]

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Pot’s Grey Market Still Seedy

Pot’s Grey Market Still Seedy

One of Canada’s worst kept secrets is that folks who receive ‘medicinal marijuana’ for pain management find a sweet source of social status & extra income. I’m told “Medicinal Mary” doesn’t match he potency of the illegal West Coast harvest, yet recipients sure don’t turn it down! Stand outside a club in a Canadian city [...]

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Net Benefit to Nebulous Takeover Rules

Net Benefit to Nebulous Takeover Rules

No envying the Canadian Federal government on pressure to clearly define what constitutes a ‘net benefit’ to Canada in foreign takeovers. First of all, what’s a Canadian firm, anyhow? Most big firms are owned globally, list shares globally, have offices in many countries, subcontract work out to many countries. Mining & energy firms fit that [...]

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Domestic Retailer Plays a ‘Heritage’ Card

Domestic Retailer Plays a ‘Heritage’ Card

You may have sen recent Canadian Tire Corp (CTC) ads that proudly remind us how they’ve been part of Canadian consumers’ lives for generations. The new ads also allude to some of their past ads (incl. an icon ad: sentimental hard-working farmer brings home a hard-won bike for a surprised, appreciative son). Canadian Tire is [...]

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Going Global NOT as Easy as Pie

Going Global NOT as Easy as Pie

Sometimes clients & students say things that drive me to distraction, such as “Let’s just export”. As if an expanding abroad is a fast, easy way to sure results. Many companies have been weakened or destroyed by ill-advised ill-prepared, ill-conceived expansion plans. Kimberly-Clark appointed a academically overqualified, yet culturally closed-minded, USA-based team to launch a [...]

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Only One Chance to Make a First Impression

Only One Chance to Make a First Impression

Going global means looking afresh at market possibilities. Of course most firms apply their ‘elsewhere proven’ home-market business/marketing model, but often a new market has different competitive situations, social/ cultural norms & unmet consumer needs. What does that mean? It means you look anew at a market, where your particular highest-fit opportunity may be, then [...]

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