Marketing
Articles 11 to 20 of 24
Regional, much less national or international expansion is not often among the considerations of African women entrepreneurs, who lack the confidence and access to new markets to grow their businesses outside their own neighborhoods. Faculty members at the School of Finance and Banking in Kigali and the University of Michigan's William Davidson Institute are urging Rwanda's 10,000 Women scholars to consider extending the reach of their products by showing them ways to take advantage of vast markets in Africa and beyond.
It is a crowded market out there, whether you are looking to sell hamburgers or handbags. Your ability to stand out directly impacts your company's profitability. Product differentiation has been a valuable lesson for Obafemi Olayebi, whose company, My World of Bags, is working to increase sales by emphasizing its designs' artistic Nigerian flair.
Sports, in general -- and football, in particular -- is a business that deals in billions of euros, even during the current economic downturn. The Real Madrid football team recently paid huge sums for Portugal's Cristiano Ronaldo and for Brazil's Kaká. How will these moves play in terms of public relations, especially in the current economic climate? And will the team be able to recover its investment? In an interview, analysts Antonio Martín and Francesc Pujol tackle tough questions about the economics of sports.
Iman Youssry, an artist who lives in the Heliopolis section of Cairo, Egypt, was selected as the first woman out of 10,000 women for Goldman Sachs' 10,000 Women initiative. Youssry discusses participation in the Women's Entrepreneurship and Leadership course, and the challenges that she faces running her business.
Where have you been shopping for clothes lately? Many teen retail stores have been struggling in tough economic times. To counteract the sales decline, some big retailers are turning to online virtual worlds as a way to capture the attention of young shoppers and master that delicate balance between price and style.
When Nancy Awad inherited her father's business in 2003, she quickly discovered that the company's reputation was largely tied to her father -- and client relationships were forged through handshakes, not formal marketing plans. With insight from Ahmed Tolba at the American University in Cairo, Awad learned marketing strategies to help her company expand and grow.
While superstar African-American athletes still love to snag a good endorsement deal with Nike or McD's, they are being urged by sports agents to consider the prospect of even bigger bucks. Athletes are realizing the sheer power of their names and using their own brand muscle to build lasting financial relationships with teams and companies.
Thanks to China's sizzling economic growth, its consumers also are becoming more knowledgeable and discriminating. They are therefore in an investigatory stage, trying different brands, many of which have only recently arrived in their country. Marketing experts gathered at the 2007 Wharton Asia Business Forum to help characterize the Asian consumer and offer advice to Western companies about how best to reach this growing market.
Chasing 16-year-olds who want the latest, most fashionable purse is "out" while pampering the wealthiest and most loyal customers is "in," according to luxury retailers like Gucci and Prada. In these tough economic times, the core for a luxury brand is a customer with a yacht-sized bank account.
As Russia's economy improves and consumers have money to spend, they are hitting the shops and malls in pursuit of the hottest goods. Western companies are only too happy to tap into Russia's growing appetite for big brand names. How long will the ruble rage continue?
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