December 16, 2009
A recent Fox News story regarding the unique marketing strategy of San Francisco-based cell phone service provider CREDO featured expert commentary from Professor Fredric Kropp of the Institute’s Graduate School of International Policy & Management. CREDO is a small wireless corporation whose marketing strategy includes expressly political pitches designed to appeal to liberal-leaning consumers.
Professor Kropp, who teaches marketing in the Fisher International MBA Program and also serves as president of the Institute’s faculty senate, commented on the current political polarization of the country, and noted that a marketing strategy that exploits that tension could "induce the consumer to purchase from the company." However, Kropp called it "a risky strategy" most suited for a small niche player seeking attention. "If you have a small share of the market and you're trying to make your presence known, an aggressive strategy might work for you."