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Succeeding Across Borders

Balancing Brand and Reputation in an Ever-Changing World

Balancing Brand and Reputation in an Ever-Changing World

July 16, 2019

“Believe in something, even if it means sacrificing everything. #JustDoIt” With that nine-word tweet, sent on Labor Day afternoon in 2018, Nike and Colin Kaepernick kicked off a campaign that would draw attention, admiration, and sales from its intended target audience. It would also win fans and create enemies. It drew praise for being “on the right side of history” and criticism for being “on the wrong side of the American people.” For these reasons, Nike—which also made revenue leaps in 2018 by bolstering its direct-to-consumer sales pipeline—was named Ad Age's 2018 Marketer of the more

Photo related to a Trump-Xi trade deal

A Trump-Xi trade deal would do little to fix the real problems US companies face in China

July 1, 2019

Hopes aren’t that high that U.S. President Donald Trump’s meeting with Chinese leader Xi Jinping at the G-20 economic summit in Japan on June 29 will lead to a comprehensive trade deal. For now, the leaders merely agreed to restart trade talks. Nonetheless, most U.S. business leaders and investors are optimistic that the two countries will eventually reach a trade agreement – and when they do, it will pry open Chinese markets and create a wealth of opportunities for U.S. companies. Specifically, American negotiators are pushing for a deal that could end forced technology transfers, improve intellectual property protection and widen access to China’s markets – all with the ultimate goal of creating a “level playing field” for U.S. more

Prof. Gamso: Too Soon to Declare USMCA Winners & Losers

Prof. Gamso: Too Soon to Declare USMCA Winners & Losers

October 11, 2018

After a year of negotiations, the United States, Mexico, and Canada have agreed to a trade deal that will replace NAFTA. President Trump hailed the new agreement, creatively named the U.S.-Mexico-Canada Agreement, or USMCA, as “a great deal for all three countries.” The new deal does include some noteworthy changes. But Thunderbird professor Jonas Gamso says it’s far too soon to say who wins and who more

American Healthcare Companies Expand Globally

The Steps American Healthcare Companies Must Consider to Expand Globally

June 15, 2018

It’s well-known around the world that despite its many breakthrough technologies and advances in healthcare, the United States lags behind other countries when it comes to coverage, cost, and quality. However, as healthcare companies rush to address these challenges driven by consumers in the US, they must realize that anything viable in America likely has potential overseas, assuming the right steps for international expansion are more

Build Your Skills (and Avoid the Blooper Reel) in Global Marketing

How to Avoid the Global Marketing Blooper Reel

March 1, 2018

Global marketing gaffes get plenty of attention in their re-telling – from Pampers in Japan to Coca-Cola in Saudi Arabia ­­– but there are also heaps of global marketing success stories. Which category will you and your company fall into?read more

It’s a Peach, Not a Stork! How P&G Turned Around its Pampers Fail in Japan

It’s a Peach, Not a Stork! How P&G Recovered from Pampers Fail in Japan

February 1, 2018

Rookie mistakes may be common, but some are more costly than others. You know it’s bad when a corporate blunder becomes a case study in business schools. (Want to read a few? See Sometimes Even the Best Brands Strike Out.)read more

Negotiating With vs. Without an International Mindset

Overcoming Cultural Differences in Negotiations

January 29, 2018

All businesses these days are looking for new ways to differentiate: new ways to offer customers something of value, something unique. Sometimes that search leads them to new technologies, sometimes to fine-tuning old ideas. And almost always, as companies grow, the road to success sends them to new corners of the more

Global Marketing Gone Wrong

Sometimes Even the Best Brands Strike Out

January 24, 2018

Successful marketing depends on two things: having a good understanding of your audience and using what you know about them to create value. Some brands do this through humor, others by tugging at the heart more

Top 6 Pitfalls to Avoid When Entering New Markets

Top 6 Pitfalls to Avoid When Entering New Markets

December 19, 2017

For most organizations, entering new markets is the only way to continuing growing in an era when, for many products and services, established markets are saturated. But entering international markets is more

Should You Go Global?

December 4, 2017

Expanding internationally in today's globally interconnected world is far easier than it used to be, but it's not a fit for every organization. Alumnus Robert Courtney '88 more