How Marketing Can Let B2B Companies Think Global And Act Local [Forbes]
Starbucks Corporation (SBUX)
Last starbucks corporation earnings: 4/28 04:05 pm
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Source: Forbes
A favorite conversation between two marketers is the one poking fun at companies that got messaging terribly wrong in a new market. We've all heard the urban legends about how products like the got lost in translation. However, international business success is about much more than finding the right name or slogan. In my experience, companies often fail in new countries because they lack understanding of one or more of these critical elements: the market, competitors, buyers or the cultural and social elements that drive a customer journey. PROMOTED Where The Current Roadmap Fails B2C brand misses are well reported: Home Depot failed to understand that Chinese suburbs were (subscription required), while Starbucks B2B companies have fewer examples to read about. But the story is often a version of the following: a company prospects abroad to "test the market" and, after a few quarters, decides if it is worth expanding, maintaining or closing shop. This approach does little to
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SBUX
Earnings
- 4/30/24 - Miss
SBUX
Sec Filings
- 5/17/24 - Form 4
- 4/30/24 - Form 10-Q
- 4/30/24 - Form 8-K
- SBUX's page on the SEC website