The most successful companies are also the most global – think of Apple, Google, Coca Cola, MacDonald’s and Walmart for example. Today, companies need to go global to succeed in raising brand awareness, growing their customer base and ultimately generating more revenues and profits. For example, Apple generated 61% of its 2020 revenues outside North America, Coca Cola 68% and Google 51% respectively.
However, operating in global markets also present numerous challenges for businesses and one of the most common reasons for businesses failing in global al markets is the misunderstanding or underestimation of the role of culture and its effects on business decisions.
Join Dean Mo Willan, one of Poet's and Quants 2021 top business professors, to explore the concept of culture, its components, its impacts on consumer’s decision making and more importantly the strategies that firms operating in global markets can adopt and implement to navigate this critical issue.
You will receive a link to access the webinar after registration.
Tue, 16 Mar 2021, 6-7pm EST
Dean Mo Willan
Professor Momodou “Mo” Willan. Mo also teaches on Hult’s programs across our campuses, brings with him a PhD in Marketing from Middlesex University and years of professional marketing experience at the most senior level. As CEO of his own consultancy, his clients have included Coca-Cola, The British Council, Nigeria National Petroleum Company, and The Gambia Chamber of Commerce and Industry. Prior to this, his roles included Acting CEO at The Gambia Mineral Water Company and Group Marketing Manager for West Africa for the French multinational firm Cement Françoise. A cherished member of the Hult family, Mo—who is also Senior Associate Dean on the London Undergraduate campus—has won this award every year since 2012!