International Marketing: The Great Race Around the World

Group: International Macintosh Users Group (IMUG)
(A Forum for Multilingual / Multiscript Computing)
Date: March 18, 2004, 7-9 p.m.
Speaker: Karina Jensen (Global Minds Network)
Topic: International Marketing: The Great Race Around the World
Location: Apple Computer, Apple Campus, 1 Infinite Loop, Cupertino
Take Saratoga/Sunnyvale exit off 280, turn South into Cupertino, turn
left onto Mariani Avenue, left into Infinite Loop.
Admission: $4, free for IMUG members
Contact: Roger Sherman, (650) 859-5981
roger dot sherman at sri dot com

Living in a global tech world, companies are increasingly facing the
challenge of rolling out products and services to a worldwide
audience. Imagine the additional challenges when launching a
simultaneous global marketing campaign to promote these products and
services. It is an amazing race for resources, content, messaging,
timing, and market reach. In this presentation, we'll review the
key milestones of an international product marketing launch,
including teams and resources.

In addition, we'll look at the cross-cultural challenges and
pitfalls that can bring the race to a stop or a crash landing. This
talk will include an imaginary launch along with real-life case
examples.

Karina Jensen is the principal of Global Minds Network -
www.globalmindsnetwork.com - a consulting firm that offers global
communication and education solutions for IT companies. She has
successfully launched and managed global marketing, communication,
and education programs for companies such as Macromedia, NEC
Technologies, and Symantec. Karina holds an MBA in International
Management and a BA in Public Relations. She specializes in
international marketing, cross-cultural communication, and global
education.