Who We Are

Management Profile

Jay Gronlund is the president and founder (1990) of The Pathfinder Group. The core expertise of Gronlund is business development, mainly in strategic positioning and emotional branding for companies that want a fresh, outside perspective to revitalize their brand. Jay’s experience and accomplishments have evolved over the past 40 years, from B2C to B2B, from domestic to international, from large corporations to small-medium companies.

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The Pathfinder Team

Depending on the requirements for each task, Jay Gronlund often partners with other consultants or researchers in the U.S. and around the world, who have a special expertise that could contribute and ultimately enhance the quality of the final results.  As the service business becomes more outsourced, this strategy of teaming up with trusted professionals provides clients with an added dimension to an assignment e.g. local knowledge of a market, reliable connections, professional experience in related fields, and finally a more cost effective solution for their challenges.

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Global Network

Jay Gronlund and his team have worked on projects in more than 30 countries and have developed trustworthy working relationships with local consultants and research firms in most of these countries.  The specific expertise varies for each affiliate, but the constant is an in-depth knowledge of the local market and excellent contacts.  Usually on a project basis, Gronlund works closely with each affiliate, overseeing the local research and all due cross border due diligence, then developing a comprehensive analysis and recommendation for each client.

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Cross Cultural Capabilities and Approach

Related to our “Brand Trust” model, is our ongoing program to help small and mid size companies expand into foreign markets, plus helping foreign companies enter the U.S. market.  Companies that seek to expand abroad, from or into the U.S., often need new professional marketing thinking and local experience.  We provide both, whether it is a re-positioning challenge (e.g. to enhance the brand trust), market entry, or a business turn-around situation. Complementing our consulting, we also offer interactive marketing training customized to fit our client’s needs, culture and skill levels.

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New York University Course

Jay Gronlund has been teaching this engaging and practical 10 week marketing course at NYU’s continued education program since 1999, primarily because he enjoys sharing  his experiences with such interested students from the U.S. and abroad (all college graduates, with about half foreigners). There is a case study reflecting real world situations discussed in every class, several created by Gronlund.

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