MBA in Globalization professor, Stefan Lippert held a seminar titled Hard Choices in Strategic Marketing at the Kenichi Ohmae Graduate School of Business's Akihabara campus on April 26th 2009.

Strategic marketing starts with hard choices. You have to know what you want to do and, often more important, what not. Managing for profit vs. managing for market share is one of these choices. Too often companies err on the side of volume-"moving product", "filling the factory"-without assessing the destructive consequences for the firm's profits. How can companies successfully correct this imbalance? The change starts with mindset. A focus on share will leave a firm with a marketing culture based on aggression, acquiescence, or convenience. The seminar discussed the critical steps in overcoming these cultures, including the role of culture and mentality. Other hard choices examined included: focus vs. diversification and going global or not.