An internationalist? And still loyal to one's tribe?
by Robert Moran, Thunderbird Emeritus Professor
Acclaimed physicist Albert Einstein shows a knack for global affairs in a 1919 letter to a friend. "One can be an internationalist without being indifferent to members of one's tribe," he writes. Einstein is right, of course. But balancing national identity with global perspective can be tricky... Read more.
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Video: High and Low-context Languages [4:45]
Program: Communicating and Negotiating with a Global Mindset
Pushing digital marketing content without strategy
by John Zerio, Thunderbird Associate Professor of Global Marketing
Social media gurus talk a lot about the how. They teach how to create buzz on Twitter, win friends on Facebook and boost search engine results on Google. These are the technical elements of digital marketing. But in the rush to push content online, many organizations never stop to consider their digital marketing strategy... Read more.
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Program: Online Executive Certificate in Global Marketing
More on this topic: Marketing and Brand Management
Beware of strategy cloning
by Nathan Washburn, Thunderbird Assistant Professor of Management
Replica watches, phones and cars aren't the only knockoffs prevalent in China and other emerging markets, where imitation of the master often draws more praise than scorn. The problem comes later, when Western companies turn their attention to international expansion and find look-alike rivals already entrenched in every key market... Read more.
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Video: Commoditization of Strategy [3:33]
Program: Creating Value Through Global Strategy
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