Global Marketing 9th Edition by Warren Keegan,Mark Green

Exercise 10

There's a saying in the business world that "nothing fails like success." Take Gap, for example. How can a fashion retailer that was once the source for wardrobe sta-ples such as chinos and white T-shirts..suddenly lose its marketing edge? Motorola also fell victim to its own success. The company's Razr cell phone was a huge hit, but Motorola struggled to leverage that success. Google acquired Motorola Mobility but then sold it to Lenoir!) in 2014. Also, Starbucks CEO Howard Shultz recently warned that his company and brand risk becoming commoditized. And, as noted in Case 1-3, some industry observers are saying that Apple has "lost its cool." If you were to make separate recommendations to management at each of these companies, what would you say?