Browsing: International Marketing

0 Experteninterview mit Jürg Balsiger, CEO Stanserhorn-Bahn

Autoren: Erich Kunz, Kathrin Kunz, Thomas Pérez Jürg Balsiger, CEO der Stanserhorn-Bahn, gibt Auskunft über die wichtigsten Punkte bezüglich erfolgreicher Umsetzung einer Marketingstrategie in China: – Aufbau und Pflege von Netzwerken – Trumpf von Swissness – Bedeutung von People Business

0 Global Campaign Management Challenges within E-Commerce

Author: Andrea Leiser What are the challenges within e-commerce in designing and implementing global marketing campaigns? Is it cultural differences in values, poor translations, trust issues or product availability? As a senior campaign manager for an online distributor, I face all these challenges, and more. Speaking of e-commerce – is this just managing an online webshop? […]

0 Digital listening as a powerful B2B selling tool

Author: Tobias Straumann Whether it is airplanes, semiconductors or banking software, a complex product with many features and functionalities entails the need to be explained. Therefore, many vendors start selling by talking and dumping data instead of “understanding” the prospect’s challenges with purposeful listening. A Forrester paper commissioned by Dell found that many companies struggle […]

0 International B2B Communication for a Hotel?

Author: Esther Grob © Caroline Minjolle / Zürich Tourismus In our Western world, we are used to booking our holiday or business trip accommodation online, either directly on the hotel’s homepage or through an online booking platform. But for overseas travellers, especially from the emerging market countries, it is different. Due to strict visa rules […]

0 Testimonials as sales drivers – is it really worth?

Author: Iwan Gisler Who doesn’t know all the celebrities from sports, movies, fashion or business who stand for any kind of products and services with their faces and images? Can you imagine, what a huge amount these ambassadors earn and do you ask yourself sometimes, if it really pays off for all the companies and […]

0 Study week in Seattle, November 3rd to 9th

Author: Iwan Gisler Seattle – not a first destination for a city trip or on a world trip, but something to discover, I thought. Now I’m quite happy to write a great experience not only about Space Needle, Seattle Super Sonics or Nirvana. But from the very beginning… Sunday, November 3rd All students arrived individually […]

0 How culture affects communication in our daily life

Author: Dominik Erne © Christian Zundel Cross cultural communication is extremely important in today’s fast-growing and globalized world. Not only in terms of face-to-face communication between different ethnical individuals but also in an increasingly essential demand in the ability to interact with our community in social media such as Facebook. The means to connect ourselves […]

0 Ikea’s European pricing strategy

Author: Livria Laurent International companies use different price points for identical products. Basically, such an approach is feasible as buying power is different among countries. However, the price comparison analysis of the sofa KLIPPAN from retailer IKEA, shows a very different picture. Surprisingly, the sofa KLIPPAN can be bought in Switzerland for EUR 218.00, the […]

0 Do you Like Spicy?

Author: Nana Riz A good example of misinterpretation of Intercultural Communication is the case of “China in Box” in Brazil. After a big national success, this company decided to expand and go abroad, first to Argentina and afterwards to Mexico. The result was a flop. They used the same strategy that they had used in […]