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Category: Business

As the Planet Grows Hotter and Drier, the Jackson Family Implements Sustainability

Producers of world-famous Kendall-Jackson Chardonnay, the Jackson family has been growing grapes since 1974. Their hands and feet touch global warming daily in a deeply personal way. The family is now changing its farming practices to adapt winemaking to a hotter, drier world.

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How Americans’ Love of Music Catapulted Global Branding

Sony inadvertently launched global branding when the Sony Walkman hit store shelves in 1979. Twenty-two years later, Apple launched the iPod, and global branding rocketed.
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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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Welcome to Krecker & Company!

May 8, 2016  |

Krecker & Company promotes my diverse range of marketing and public relations skills to businesses and non-profits throughout Arizona.

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