Prior to beginning to work on this discussion, read Chapter 1: Introduction to Global Marketing. Make sure that you have a good grasp of the following key terms and theories:
There is a saying in the business world that “nothing fails like success.” Take Gap, for example. How can a fashion retailer that was once the source for wardrobe staples such as chinos and white t-shirts suddenly lose its marketing edge? Motorola also fell victim to its own success. The company’s Razr cell phone was a huge hit, but Motorola struggled to leverage that success. Google acquired Motorola Mobility but then sold it to Lenovo in 2014. Also, Starbucks former CEO Howard Shultz warned that his company and brand risked becoming commoditized. And, as noted in Case 1-3 of the textbook, some industry observers say that Apple “lost its cool.”
For your initial post,
Your initial discussion post should be 275 words. Do not forget to cite your textbook and any other sources used to support your ideas.
Reference (this is the textbook reference in APA)
Keegan, W. J., & Green, M. C. (2020). Global marketing (10th ed.). Retrieved from https://www.vitalsource.com
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