Brand Sacrifice? Yes. Consumer Sacrifice? Not Really.

As consumers, we are becoming more demanding of our brands. We often don’t to trade features or quality for a low price. We want it all — including a greater sense of corporate responsibility. Here’s a provocative observation from Trendwatching.com: “One powerful question for brands to answer in 2015: what are you prepared to SACRIFICE? […]

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Social Media Success: Three Examples

Many social media campaigns do not live up to company expectations. We can learn a lot by studying the successful campaigns of others. Sanderson, which delivers software for manufacturing and multichannel retail, has put together a slideshow illustrating three good global social media campaigns, by Topshop, Tesco, and Toys “R” Us. The slideshow also offers […]

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It’s Not Easy for Foreign Retailers in China

As we know, China has the world’s largest consumer base. Thus, it is now a popular destination for foreign firms. But it is also a difficult place for foreign retailers to thrive. Here’s more evidence of this situation. According to Anil Gupta and Haiyan Wang, writing for Businessweek: “While unique, company-specific factors always account for […]

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