In this issue: Balancing national identity with global perspective, owning your digital marketing strategy, protecting against status cloning and more.

Thunderbird Executive Newsletter
  January 2011 Issue

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 Video: High and Low-context Languages [4:45]
Course 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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Course Program: Online Executive Certificate in Global Marketing
Course 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 Video: Commoditization of Strategy [3:33]
Course Program: Creating Value Through Global Strategy


Online and Classroom Certificate Programs

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Programs and Events

Online Executive Certificate in Global Finance, Marketing or Negotiations
Tracks begin February 7, April 4

7th Annual Global Private Equity Investing Conference
Thunderbird Campus | April 7-8

Thunderbird International Consortia
Thunderbird Campus | April 10-21, June 5-16

Communicating & Negotiating with a Global Mindset
Thunderbird Campus | April 11-13

Leading Global Projects for Strategic Results
Thunderbird Campus | April 19-21
Geneva, Switzerland | June 6-8

Leading & Managing in Turbulent Times: Global Leadership Certificate Program
Thunderbird Campus | May 24-26

Advanced Negotiation Strategies for Global Effectiveness
Geneva, Switzerland | June 27-29

Executive MBA-US Info Events
Phoenix-area locations | Dates vary

Executive MBA-Europe Visit Days
Geneva, Switzerland | Dates vary

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