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How has the importance of global marketing changed in the last decade and which changes can be expected due to the current situation? Reflect on at least five theories/models and bring at least five practical examples (pay attention to correct citation). Highlight each theory/example (around 700 words)
Innovator’s Dilemma
Disruptive Technologies
Global E-Commerce
Broadband
Mobile Advertising and Mobile Commerce
Mobile advertising and mobile commerce are terms that describe the use of cellphones as channels for delivering advertising messages and conducting product and service transactions. For this discussion forum, choose between Starbucks and McDonald’s, and imagine you have a contract with this company to strategize and enhance its mobile advertising and mobile commerce activities. Do some research, and see what already is available in terms of mobile advertising and mobile commerce for your company.
In your initial post,
Summarize current mobile advertising and mobile commerce activities being used by your contract company.
Formulate a new mobile strategy for your contract company around the use of GPS and mobile payment.
Select two implementation challenges if your proposal is accepted to roll out globally.
Evaluate how the company deciding to enter a new market via licensing versus investment would impact the new mobile strategy that you are proposing.