Branding Across Borders
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Branding Across Borders
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Author : James R. Gregory
language : en
Publisher: McGraw Hill Professional
Release Date : 2002
Branding Across Borders written by James R. Gregory and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
This title addresses how companies can effectively extend and manage their brand and their brand's value - the brand being the name, term, symbol, design or combination therof that identifies a good or service and differentiates it in the marketplace - within the global marketplace. A key issue in global branding is overcoming cultural and language differences in the establishment and execution of a branding message in different world markets. This challenge permeates all aspects of branding globally and impacts selecting which products/services to offer in particular markets, the methods of communicating about the brand, finding employees/contractors to handle the brand's management in different markets, and measuring the effectiveness of the branding efforts.
The Global Market
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Author : John A. Quelch
language : en
Publisher: John Wiley & Sons
Release Date : 2004-05-18
The Global Market written by John A. Quelch and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-05-18 with Business & Economics categories.
The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in creating a multinational presence with the demands of the "unglobal consumer" who does not have a "one size fits all" need. Here, HBS Professors John Quelch and Deshpande bring together 13 Harvard Business School professors to discuss these and other problems and benefits encountered by executives in global markets. Topics to be discussed include: operating costs of global advertising and marketing services, global product standards; managing global supply chains; global account management; global brands; global knowledge sharing and performance drivers; managing global customers; and social marketing for global economic development.
Global Brand Strategy
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Author : Sicco Van Gelder
language : en
Publisher: Kogan Page Publishers
Release Date : 2005
Global Brand Strategy written by Sicco Van Gelder and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Business & Economics categories.
"A triumph...the definitive work on the subject. Should be obligatory reading for academics and practitioners alike." Simon Anholt, Chairman, Earthspeak, and author of Brand New Justice "His analyses are accurate and enlightening, explained in a clear concise fashion without being unduly simplified for advanced marketers." Jack Yan, CEO, Jack Yan and Associates "A wonderful piece of work, extremely comprehensive and should provide an invaluable guide for brand management and development." K.N. Tang Emeritus Chairman ACNielsen Asia-Pacific "His contribution to global brand strategy is a considerable one, marrying as he does an in-depth knowledge of how brands work to a keen awareness of cultural particularities." The Journal of Brand Management The purpose of this book is to clarify for brand managers what they must consider when managing their brands across diverse cultures and markets throughout the world. Each brand has its own particular assets and vulnerabilities when it comes to extending across geographic and cultural borders. Brand managers can find themselves faced with a multitude of complex issues, not least the language barrier. Global Brand Strategy is the first book to provide a rigorous analytical framework that can be used comparatively across markets to reveal how to extend the brand and realise its true value. Contents include: *The brand environment *The brand expression *The brand domain * The brand reputation *The brand affinity *The brand recognition *Local brand management *Harmonising a global brand *Extending a global brand *Creating a new global brand. Containing a wealth of analytical models, real-life examples and global case studies, Global Brand Strategy will provide fresh insights for managers and students alike into how to ensure the success of extending a brand globally.
Branding Books Across The Ages
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Author : Helleke van den Braber
language : en
Publisher: Amsterdam University Press
Release Date : 2021-04-20
Branding Books Across The Ages written by Helleke van den Braber and has been published by Amsterdam University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-04-20 with Business & Economics categories.
As marketing specialists know all too well, our experience of products is prefigured by brands: trademarks that identify a product and differentiate it from its competitors. This process of branding has hitherto gained little academic discussion in the field of literary studies. Literary authors and the texts they produce, though, are constantly 'branded': from the early modern period onwards, they have been both the object and the initiator of a complex marketing process. This book analyzes this branding process throughout the centuries, focusing on the case of the Netherlands. To what extent is our experience of Dutch literature prefigured by brands, and what role does branding play when introducing European authors in the Dutch literary field (or vice versa)? By answering these questions, the volume seeks to show how literary scholars can account for the phenomenon of branding.
Redefining Global Strategy With A New Preface
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Author : Pankaj Ghemawat
language : en
Publisher: Harvard Business Press
Release Date : 2018-04-10
Redefining Global Strategy With A New Preface written by Pankaj Ghemawat and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-04-10 with Business & Economics categories.
New Tools for Succeeding Globally Why do so many global strategies fail--despite companies' powerful brands and other border-crossing advantages? Because a one-size-fits-all strategy no longer stands a chance. When firms believe in the illusions of a "flat" world and the death of distance, they charge across borders as if the globe were one seamless marketplace. But cross-border differences are larger than we assume. Most economic activity--including trade, real and financial investment, tourism, and communication--happens locally, not internationally. In this "semiglobalized" approach, companies can cross borders more profitably by basing their strategies on the geopolitical differences that matter; they must identify the barriers their strategies will have to overcome, and they must build bridges to cross those barriers. Based on rigorous research, Pankaj Ghemawat shows how to create successful strategies and provides practical management tools so you can: Assess the cultural, administrative, geographic, and economic differences between regions at the industry level--and decide which ones require attention Track the implications of the specific border-crossing actions that will impact your company's ability to create value the most Generate superior performance through strategies that are optimized for the three A's: adaptation (adjusting to differences), aggregation (overcoming differences), and arbitrage (exploiting differences) Using in-depth examples, Ghemawat reveals how companies such as Cemex, Toyota, Procter & Gamble, Tata Consultancy Services, IBM, and GE Healthcare are adroitly managing cross-border differences. He also shares examples of other well-known companies that have failed at this challenge. Crucial for any business competing across borders, Redefining Global Strategy will help you make the most of our semiglobalized world.
Business Without Borders
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Author : Donald A. DePalma
language : en
Publisher:
Release Date : 2004
Business Without Borders written by Donald A. DePalma and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Electronic commerce categories.
Forget about dot-bombs and other excesses of the now lamented New Economy. Welcome instead the global Internet, the strategic vehicle that leading companies use to inform, market, sell, and support their worldwide business initiatives every minute of every day.In this succinct but informative guide to doing business in new markets, both international and domestical multicultural, globalization strategist Don DePalma characterizes the intersection of the Internet and global markets as the "Eighth Continent," a virtual landmass inhabited by almost a billion Web consumers and business users around the planet. DePalma combines his own experience as a strategist, consultant, and analyst with that of experts and practitioners at companies that have successfully globalized their operations.
Global Strategy
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Author : Andrew C. Inkpen
language : en
Publisher: Oxford University Press
Release Date : 2006
Global Strategy written by Andrew C. Inkpen and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Business & Economics categories.
Looking at the question of how firms can compete in a global environment, the authors examine the issues considered central to the study of strategic management in a global context. They deal with a diverse set of important strategic topics by integrating research with practical examples and case studies.
Global Brand Strategy
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Author : Jan-Benedict Steenkamp
language : en
Publisher: Springer
Release Date : 2017-01-03
Global Brand Strategy written by Jan-Benedict Steenkamp and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-01-03 with Business & Economics categories.
Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp’s book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.
Cross Border E Commerce Marketing And Management
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Author : Hoque, Md. Rakibul
language : en
Publisher: IGI Global
Release Date : 2020-10-30
Cross Border E Commerce Marketing And Management written by Hoque, Md. Rakibul and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-30 with Business & Economics categories.
The continued advancement of globalization, increases in internet connectivity, compatibility of international payment systems, and adaptability of logistics and shipping processes have combined to contribute to the rapid growth of the cross-border e-commerce market. Due to these advancements and the ubiquitous presence of smartphones, consumer use of cross-border e-commerce is increasingly simplified, and thus, sellers are hardly restricted to a specific country in terms of promoting, selling, and shipping goods worldwide. The burgeoning opportunities, habits, and trends of shopping on cross-border e-commerce platforms have expedited the prospect of becoming a presence in the global market. This is true for enterprises of all sizes, especially for small? and medium?sized enterprises (SMEs) that want to add their footprint in the international market for the first time. Like any other industry, cross-border e-commerce has its specific economics and driving forces, but has different scopes, challenges, and trends due to the geographic and cultural expanse of relevant environments. Cross-Border E-Commerce Marketing and Management was conceptualized by identifying the scope of new complementary information with a comprehensive understanding of the issues and potential of cross-border e-commerce businesses. The authors believe that this book will not only fill the void in the current research but will also provide far-sighted vision and strategies, as it covers big data, artificial intelligence, IoT, supply chain management, and more. This book provides the necessary knowledge to managers to compete with the competitive market structure and ultimately contribute to the sustainable economic growth of a country. It works as a guideline for existing cross-border e-commerce managers to formulate individual strategies that combine to optimize the industry while keeping the enterprise competitive. This book is useful in both developed and developing country contexts. This publication is an ideal resource for academicians, policy makers, stakeholders, and cross-border e-commerce managers, especially from SMEs.
Beyond Borders
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Author : John Yunker
language : en
Publisher: New Riders
Release Date : 2003
Beyond Borders written by John Yunker and has been published by New Riders this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Electronic books categories.
Companies know that globalizing their web sites should produce revenue growth. This book aims to show web developers how to do it, presenting spotlights on real companies who have globalized their sites and the benefits they've received.