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Archives: January 2017

A glass of beer. Is it local or global?

The Global Plan to Crush Local Beer

January 24, 2017  |

Global branding that capitalizes on economies of scale should be viewed as a long-term expectation of businesses and have its own place in strategic planning today. That said, more than 75 percent of respondents say that a brand’s country of origin is as important as or more important than nine other purchasing drivers, including selection/choice, price, function and quality, according to findings from the Nielsen Global Brand-Origin Survey released in 2016.

So, which is most important: global or local?

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How Starbucks Revolutionized Coffee

January 10, 2017  |

The humble cup of coffee. My family has been drinking it since World War II. Torrid cups of hot, burnt-tasting, bitter black fluid. Over breakfast, after dinner, with eggs and toast or with dessert, coffee lay at the heart of our every day lives.

Founded by three men who met while they were university students, Starbucks first launched in Seattle in 1971. And changed coffee forever.

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Happy New Year from Krecker & Company!

January 2, 2017  |

Predictions for marketing in 2017 offer everything from getting back to the basics of the marketing discipline to exploring the exotic world of virtual reality. We have been just as diverse in our first year at Krecker & Company, exploring everything from the history of infographics to new trends in automated behavioral marketing.

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