Ingo Ploger, President of the Strategical Council – Ceal Globalization was a phenomenon comparable to a tsunami. The internationalization of the economy meant that protectionism no longer had a chance against technological developments and global innovation. Developed countries have opened up new markets, and Asia’s response through China and Korea has been a determining factor in the exponential evolution of internationalization. After the first wave, as in a tsunami, comes a rebound, that is, the return of the watermwith more force, which falls on the developed economies where the first wave came from. Financial markets were the first to feel the effect, followed by the economies of these countries themselves. Structural unemployment increased trade deficits and the diversion of investments, and […]
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Olympic Games’ Memorability: Brand Strategy and the Challenges of Modern Engagement
The Olympics have long been more than a global athletic competition; they are a cultural institution that transcends national boundaries and generations. As the world evolves, so does the branding and media landscape surrounding the Games. This year’s Olympics not only highlighted the importance of long-term brand investments but also demonstrated how athletes and digital platforms can create an unprecedented level of engagement with global audiences. However, as the Games adapt to new trends, they also confront challenges that demand careful consideration from both brands and organizers. The Power of Long-Term Brand Investment Long-term commitment has proven to be the most effective strategy for brands associated with the Olympics. Many companies have invested heavily in this global event, focusing on […]