The impact of the pandemic on global marketing has been greater than most could have imagined. How so? COVID ushered in a dramatic increase in consumers going online to make their product decisions. This has resulted in significant growth for many large corporations while opening tremendous opportunities for smaller companies.
With increasingly minimal capital investment, many smaller organizations have grown exponentially in the international arena. This is especially so for those that have established reliable international digital networks promoting new products that meet unmet consumer needs. All this has significantly ‘democratized’ the global economy, a shift that has impacted both the B2B and B2C domains alike. However, the clout that goes with being a large corporation is lost without adapting products and messaging to local market cultures, regulations, payment options, and sales regulations. Starbucks is a prime example of how to navigate these challenges skillfully.
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Success on the Big Stage: Design Translations for Global Transitions in the Post-Pandemic Age