The role of organisational structure in successful global brand management: A case study of the Pierre Smirnoff Company

1998 ◽  
Vol 6 (1) ◽  
pp. 29-43 ◽  
Author(s):  
Philippa Hankinson ◽  
Graham Hankinson
Keyword(s):  
Brand Management ◽  
Organisational Structure ◽  
Global Brand

Amazon India’s “Apni Dukaan”: branding strategy

2018 ◽  
Vol 8 (3) ◽  
pp. 1-15
Author(s):  
Neetu Yadav ◽  
Mahim Sagar
Keyword(s):  
Brand Management ◽  
Subject Area ◽  
Current Status ◽  
Branding Strategy ◽  
Content Type ◽  
Global Brand ◽  
Branding Strategies ◽  
Fierce Competition

Subject area Brand Management, Branding Strategy, Strategic Management. Study level/applicability The case study is suitable for postgraduate management programs, such as MBA, Executive MBA and executive development programs. Case overview This case study provides a detailed analysis of Amazon India’s branding strategy by way of analyzing popular branding campaigns such as “Try to kar”, “Aur Dikhao”, “Kya Pehnu” and “Apni Dukaan” that enabled the global brand to reach to the masses of Tier-II and Tier-III cities in India. Facing fierce competition from existing market leaders such as Flipkart and Snapdeal, Amazon India strategizes to attract Indian consumers by rightly capturing their behavior in terms of demanding “highest power of options”, “fashion choices”, “originality” and “trust” with its local flavored advertisement campaigns enabling it to create a “trusted, reliable and local” brand identity. With the help of sufficient data and numbers about the industry, company and competitors, the analysis presents a clear picture of the current status of Amazon in the Indian e-commerce space and leaves the readers with food for thought concerning whether this “culture-specific” branding strategy will enable Amazon to become the number one choice for Indian online shoppers in the near future. Expected learning outcomes This case study helps students to understand how global MNCs use unique branding strategies to capture mass-markets in e-commerce business, the role of culture-specific aspects in developing differentiation strategies and the role of local flavors in branding strategies and internationalization. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code: CSS 8: Marketing.

Talking Back: The Role of Narrative in Vietnam’s Recent Land Compensation Changes

Urban Studies ◽  
2011 ◽  
Vol 48 (3) ◽  
pp. 493-508 ◽  
Author(s):  
Annette M. Kim
Keyword(s):  
Public Finance ◽  
Property Rights ◽  
Bargaining Power ◽  
Land Development ◽  
Organisational Structure ◽  
Social Narratives ◽  
The Social ◽  
Compensation Packages

As in other rapidly growing economies, Vietnam’s urban land development has been a source of social conflict as those who are relocated contest the distribution of economic gains. More recently, the relocated have increased their bargaining power and receive better compensation packages. The paper analyses this situation to discuss further developing our understanding of how property rights institutions change. The case study shows the efficacy of social narratives to renegotiate the terms of the social contract supporting property rights even in a society with limited means for public participation in governmental reform. Secondly, it illuminates that modern property rights are entwined with public finance and so property rights reforms are tied to the organisational structure of government and fiscal relations.

EXPRESS: A Study of The Internationalization–Performance Relationship in Global Retailing: The Moderating Role of Brand Standardization and Cultural Diversity

2020 ◽  
pp. 1069031X2097654
Author(s):  
Pravin Nath ◽  
Ahmet H. Kirca ◽  
Saejoon Kim
Keyword(s):  
Boundary Condition ◽  
Learning Curve ◽  
Cultural Diversity ◽  
International Business ◽  
Brand Management ◽  
Foreign Markets ◽  
Global Brand ◽  
Firm Internationalization ◽  
Moderating Role

While the internationalization–performance (I–P) relationship has been extensively studied in the international business literature, it has only recently begun to be systematically and empirically explored in the retailing context, albeit with mixed findings. This study extends this emerging stream of research on retail internationalization by investigating the moderating role of brand standardization or the extent to which retailers standardize their domestic store-as-a-brand across foreign markets, using longitudinal data from global retailers. The authors demonstrate that the I–P relationship is positive and curvilinear for retailers, and it is positively moderated by brand standardization. In particular, brand standardization offers benefits at low and high levels of internationalization, which suggests a learning curve with respect to global brand management as retailers internationalize. The study also finds that cultural diversity in retailers’ foreign markets acts as a boundary condition by weakening this moderating effect of brand standardization. This research contributes to firm internationalization, standardization-adaptation, and global brand management literatures with implications for global retailers.

The role of multiplicity in a cult: A case study

1987 ◽  
Author(s):  
William A. Worrall ◽  
Ann W. Stockman

Endangered Butterflies and their Non-Native Host Plants: Examining Shifting Values of Belonging in Restoration

2019 ◽  
Vol 3 (1) ◽  
pp. 1-9
Author(s):  
Robert M. Anderson ◽  
Amy M. Lambert
Keyword(s):  
Ecological Restoration ◽  
Native Species ◽  
Puget Sound ◽  
A Value ◽  
The Social ◽  
Remote Island ◽  
Scientific Truth ◽  
Native Host

The island marble butterfly (Euchloe ausonides insulanus), thought to be extinct throughout the 20th century until re-discovered on a single remote island in Puget Sound in 1998, has become the focus of a concerted protection effort to prevent its extinction. However, efforts to “restore” island marble habitat conflict with efforts to “restore” the prairie ecosystem where it lives, because of the butterfly’s use of a non-native “weedy” host plant. Through a case study of the island marble project, we examine the practice of ecological restoration as the enactment of particular norms that define which species are understood to belong in the place being restored. We contextualize this case study within ongoing debates over the value of “native” species, indicative of deep-seated uncertainties and anxieties about the role of human intervention to alter or manage landscapes and ecosystems, in the time commonly described as the “Anthropocene.” We interpret the question of “what plants and animals belong in a particular place?” as not a question of scientific truth, but a value-laden construct of environmental management in practice, and we argue for deeper reflexivity on the part of environmental scientists and managers about the social values that inform ecological restoration.

Sign in / Sign up

Export Citation Format

Share Document