Quality Research plus Cultural Smarts: What Every Global Marketing Program Needs
January 5, 2012
Hosted by Té Revesz
This week we go hands-on with marketing and market research. With my guest and GlobalReach research partner Geoff Minter, founder of Australia's Minter Group, we'll explore how cultural issues affect the success or failure of any international marketing initiative and how a well crafted market research program can help your company develop successful strategies to build business, identify opportunities, and add value to brands. Geoff, who won 4 national marketing awards for consumer goods strategies, will detail how General Foods won - and lost - a significant share of Australia's coffee market; how Shake-n-Bake could succeed in the US but crumble in the Europe; and why Tang's Australian launch was one of the product’s most successful and profitable worldwide. Then Geoff will tell us what's behind Australia's rapid growth and strong economy, and why this market can be way more important to your company than just “another Shrimp on the Barbie."
Archives Available on VoiceAmerica Business Channel
We are all operating in a dynamic global marketplace, whether we reach across borders to find new customers and fresh ideas or face overseas competitors in our home market.
Global Reach embraces the opportunities and challenges we encounter when operating in multiple countries and cultures. We talk with entrepreneurs and executives about their strategies for winning in fast changing world markets: cross-cultural communication, global branding, media and marketing, transportation and manufacturing, the future of finance, alternative investment strategies, innovation and IP protection.
Global Reach interviews thought leaders about 21st century megatrends that impact international entities: trends like the business and politics of sustainability, the morphing nature of competitiveness, globalization, global companies vs national governments, worldview and growth prescriptions, emerging markets issues, and the corporate impact on society (governance, ethics and leadership).
Té Revesz is known for her ability to conduct strategic research on a global basis and for her creativity in handling complex business challenges.
As principal of GlobalReach-SBI, a research and consulting firm with a network spanning over 60 countries, Té provides clients with strategic intelligence on market opportunities and threats. She covers such diverse areas as global branding, new product development, payment cards, clinical trials, and political risk. An expert in primary research, Té has interviewed business, government and labor leaders, doctors and technical experts—and managed focus groups—around the world. She was profiled in Super Searchers Go to the Source as one of the top US interviewers.
Prior to founding her own firm, Té headed the Industrial & Healthcare Practices of FIND's Strategic Consulting & Research Group and taught at the Zicklin School of Business (Baruch/CUNY). She was the Editor of Business International’s flagship newsletter and helped create its country risk service.
An NYC native, Té is active with Citizen Action, the URJ’s Commission on Social Action, and NY Neighbors for American Values (defending religious freedom, diversity and equality). She holds a Masters from Columbia’s School of International & Public Affairs and a BA from Goucher College. She’s an avid bike rider, theater buff and farmers market supporter—and the bemused owner of 2 demanding felines.