A simple explanation of a global brand would be a brand that is marketed and sold around the world. However, many researchers don’t think that it is that simple. Simon Rothon, senior vice president of Unilever Marketing Services, in an interview, said that a wide geographic footprint doesn’t qualify a […]
Introduction Almost every recent book about business ethics has mentioned the story of the Volkswagen emission scandal as a real ethics violation case to study. The magnitude of this case was not only hurt the brand but the overall operation of the company. The company had to pay more than […]
When Dunkin Donuts came to Indonesia in 1985, it simply had no serious competitor. Many Indonesian hardly even knew about donuts. Dunkin Donuts was the first company to popularize it here in the country. The global company remained the market leader for years until a local brand, J.Co Donuts, launched […]
Introduction The hotel business, and tourism business in general, has been severely impacted by the global pandemic. This is the best time for marketers to step back and analyze the customer behavior of the industry to seek innovation and bounce back strongly after the pandemic is over. Kotler et al. […]
There are reasons why you will not see alcohol-based drink manufacturers gain a massive market in Muslim-majority countries. There are also reasons why you will not see a Louis Vuitton store or sports car dealership here in my small rural town. The main reason perhaps is an obvious one: the […]
EIGER is currently the most prolific Indonesian outdoor adventure equipment brand. The company, PT Eigerindo Multi Produk Industri, manufactures a wide range of adventure gear for mountaineering, rock climbing, and many other outdoor activities using the brand name EIGER. Founded in 1987, EIGER is now the top-of-mind brand for the […]
The coffee industry provides a unique landscape that is interesting to observe. The fact that there are only a few countries that produce the bean on a massive scale creates a sophisticated supply chain. While producers are mainly from tropical countries, the main consumers are European countries and the United […]
Mission Statements Orientation of Amazon Amazon’s mission statements are a market-oriented one since they want to be the most customer-centric company. Market-oriented approach prioritizes the identification of the needs and desires of consumers and the creation of products and services that satisfy them (Kopp, 2021). This is in line with […]