Globalization: What to Do Next?

In the final installment of the Globalization: The Leadership Challenge Ahead blog series we will focus on the action steps to help you improve your business performance, and prepare you for greater success in the rapidly changing global economy.

Whether your future plans call for global expansion or not, here are some of the things to consider to help you improve your competitive position in the ‘New World’ economy. Continue reading…

Globalization: The Leadership Difference

How rapidly is the global economy changing? A telecommunications CEO from Brazil predicted “The services that account for 80 percent of our revenue today will only be our second-largest source of revenue in five years.”

The world’s private and public sector leaders believe that rapidly escalating complexity is the biggest challenge confronting them. They are equally clear that their organizations are not equipped to cope effectively with this complexity in the global business environment.

Yet one set of CEO’s and organizations have consistently performed well. How do these “Stand Outs” mitigate complexity and even convert it into opportunity? Continue reading…

The Global Business Challenges

In the previous segment of the Globalization: The Leadership Challenge Ahead article series we addressed the ongoing debate of whether globalization is good or bad for the economy. Now, let’s turn our attention to the global business challenges.

Some 20+ years ago, I first addressed the topic of global business challenges as a part of my speech at a graduate school symposium at the University of Oklahoma. One of the charts in my presentation listed the major challenges of competing in a global marketplace; similar to what is shown below. Continue reading…

Globalization: Good or Bad for Business?

The debate of whether or not globalization is good or bad for the economy and for business has been raging for years now. It’s time to weigh in with your opinions and thoughts.

Is global trade good or bad for the economy? Is global trade good or bad for your business? The public opinions on this topic vary dramatically, which is why the conversation continues.

A recent poll published by the Allstate/National Journal Heartland Monitor http://bit.ly/gziJLY reflected the views held by 1,200 Americans of our nation’s standing in the global economy, and summarized the answers to the same questions above. The chart depicts how universally divided the responses are on the pros and cons of international trade. Continue reading…

Are You Paying Attention to the Signs?

This article is an introduction to a new blog series around “Globalization: The Leadership Challenge Ahead” the topic of my presentation at the Colleyville Area Chamber of Commerce luncheon on January 6, 2011 to kick-off the new year.

To put things into the proper context, globalization is fast becoming a business imperative for survival and growth, whether you recognize it or not. This is true for both solo entrepreneurs and small local businesses, as well as large multi-national corporations.

Are you paying attention to the signs? Continue reading…

New 4Ps of Marketing: Part 4 of 4

Part 4 and the last of the new 4Ps of Marketing is Performance. Ultimately, performance is the most important of the New 4Ps of Marketing. Why? Because all marketing related activities are investments and as such, they need to be measured, tracked and compared to other investments to ensure that they yield the highest rate of return to the business.

 

So, how do you measure and track marketing performance to ensure that you are receiving the anticipated return on your marketing investments? Continue reading…

New 4Ps of Marketing: Part 3 of 4

Part 3 of the new 4Ps of Marketing focuses on Perception. Perception is the process by which people select, organize, and interpret information.  And therein lies the major obstacle for most companies when attempting to market to a broad, diverse audience.

What does your branding, advertising and marketing communicate about your company and your industry? The market perception of your brand or industry is extremely important, which is why industry leaders take extra steps to ensure that the general perception of them and their industry is positive.

To become a recognized leader in any industry you must develop a strong brand image, while building credibility and trust with consumers, particularly when faced with adversity. Example: Toyota and how they admirably responded to resolve the recent gas pedal recall problem and quickly restored consumer confidence.

Continue reading…

New 4Ps of Marketing: Part 2 of 4

Part 2 of the new 4Ps of Marketing focuses on Promotion, the only carry-over from the original 4Ps of Marketing, but with a twist. Promotion in today’s marketing emphasizes education and information much more to distinguish your brand and differentiate your product or service from competitive offers.

 

As you have experienced first hand, there numerous ways to advertise and promote your product or service depending on the media you select. Marketing companies, for example, rely heavily on Internet advertisement, special events, endorsements, and newspapers to advertise and promote their products and services.

The key question for any small business is where and how to cost effectively get across your marketing messages to your target market? For your small business, will you reach your target audience by TV, or radio, or on billboards? What about direct marketing, flyers, door hangers, or on the Internet? Those are a few of the more common advertising and media choices to consider to help you get the word out. Continue reading…

New 4Ps of Marketing: Part 1 of 4

In the past, the 4Ps of Marketing were most commonly defined in terms of Product, Price, Place (or Placement) and Promotion. However, a lot has changed since the original 4Ps were adopted, as a direct result of continued shifts in consumer buying habits, online shopping, social media, etc.

Randy Vaughn’s (Marketing Twins) definition for today’s marketing, “Getting people with a specific need or problem to know, like and trust you”, clearly reflects how much marketing and consumerism have changed over the years. Marketing in this new era has a lot less to do with product, price and place, and much more to do with people and other elements that influence buyer behavior to be covered in this 4-part article. Continue reading…