Jerry Wind, Professor of Marketing at The Wharton School and Board Member of the Future of Advertising Project, helps marketers think about going global. He explains that the trickiest part is deciding which markets to enter. When doing so, companies should think in terms of their capabilities instead of their products or services.
“The challenge in global, and what makes it global, is how you do you select the portfolio of countries you go after.“
Professor Wind earned his doctorate from Stanford University and joined The Wharton School faculty in 1967.
- Published July 2011