The 2012 HECNA Global Forum is coming up September 19-21 in Scottsdale, AZ. Learn about the annual meeting, which features industry-savvy specialists discussing relevant export topics and providing education on market entry, global product development and marketing strategies. This is the 2012 HECNA Global Forum Preview Series!
Executive Education Providing Strategic Insight on Ways to Business Success
New this year, the HECNA Global Forum presents two executive education speakers, both from the Thunderbird School of Global Management. Professor Sundaresan Ram will be discussing the impact of globalization and how “reverse innovation” may be the next important business model. The typical product development cycle has been to take more expensive and often complex products, developed for first-world markets, and attempt to adapt and sell them into emerging markets. With the rapidly changing consumer landscape in the emerging markets, this traditional model of innovation is slowly being displaced by reverse innovation. Smart companies are first developing cost-effective innovations (with adequate features) for the low-end markets, and only then migrating them to the developed countries.
Participating in Dr. Ram’s presentation, you will be able to:
- Examine the role of reverse innovation in a global economy.
- Understand the critical factors which favor/hinder reverse innovation.
- Examine the phenomenon of the “Bottom of the Pyramid” in emerging markets, and its implications for future global strategy.
Professor Richard Ettenson will lead a half-day executive education session on how to increase customer value and business performance through proper branding and brand management. In order to effectively compete today and tomorrow in both domestic and global arenas, forward thinking companies are now moving beyond simply manufacturing high quality products – they are building strong brands. Business leaders in these forward thinking companies realize that, when managed right, brands are a powerful “intangible” that create reliable and sustainable growth. While “brand” has become one of the more popular business terms used today, core ideas about the role of the brand in creating value and how the company’s brand(s) needs to be aligned with other strategic initiatives to fully contribute to business success, are generally not well understood.
The aim of Dr. Ettenson’s presentation is to provide a thorough understanding of how aligning business, marketing and brand strategies creates real and demonstrable value for both the company and customers.