When deciding if a company should expand business into a global market, it is important to conduct market research. Global market research gathers and collects data and information and identifies possible issues that an organization may face. Conducting market research is a positive step to begin a globalized marketing strategy.
Sperry/MacLennan Architects and Planners
David Aaker, V Kumar, and George Day (2007) present a case study about an architectural organization that concentrates in recreational facilities, Sperry/MacLennan Architects and Planners (S/M). The company was founded in 1972, and grew quickly with the enlarging economy. The organization provides a “local market presence and meet[s] licensing requirements” (p. 72). Unfortunately, the growth the company was experience began to decline, and resulted with a change of direction. Sperry/MacLennan began to focus on providing innovative recreational facilities and partnered with Creative Aquatics becoming successful and receiving several awards.
Sperry/MacLennan Architects and Planners have had great success in recreational facilities that are geared towards summer activities. However, with the winter months coming up soon, the company is starting to face backslide in business. The junior partner, Mitch Brooks, is developing a plan to export the company’s services to combat the arising issue of declining business. The company is considering developing educational athletic facilities and believes there is an opportunity to undertake available in the New England market, and has a projected goal that designing two sports facilities annually will compensate for lost business and bring in new business pros...
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...ized expansion or to select a different approach.
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Hoboken, NJ: John Wiley & Sons.
Kimbrough, M., Mcalister, L., Mizik, N., Jacobson, R., Garmaise, M., Srinivasan, S., & Hanssens, D. (2009). Commentaries and Rejoinder to “Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions”. Journal Of Marketing Research (JMR), 46(3), 313-329. doi:10.1509/jmkr.46.3.313
Moeller, M., & Harvey, M. (2011). Inpatriate Marketing Managers: Issues Associated with Staffing Global Marketing Positions. Journal Of International Marketing, 19(4), 1-16. doi:10.1509/jim.11.0031
Rudawska, E. (2011). The influence of customer relationships on the market value of a bank -- a methodological perspective. Journal Of Customer Behaviour, 10(2), 181-199. doi:10.1362/147539211X589573
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