Global Marketing Research

Global Marketing Research Case Study Analysis
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.



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