Crossing Borders


For many large American companies, nearly half of their sales come from overseas markets, according to the S&P and Dow Jones indices. But going international without a coherent and comprehensive global brand strategy can be risky. To learn why some brands succeed and others do not, Jan-Benedict Steenkamp, Ph.D., the Knox Massey Distinguished Professor of Marketing and area chair of marketing, studied examples from six continents, interviewed executives around the world and drew upon a quarter-century of research and expertise. Dr. Steenkamp is one of the world’s most-cited marketing scholars and an authority on how brands can compete successfully in the global economy.