scholarly journals Language strategies for the adaptation of Western brand names in Taiwan

Onomastica ◽  
2021 ◽  
Vol 65 (2) ◽  
pp. 271-283
Author(s):  
Irena Kałużyńska
Keyword(s):  
International Business ◽  
International Market ◽  
Brand Names ◽  
Chinese Society ◽  
Purchase Decisions ◽  
Foreign Products ◽  
Foreign Brand ◽  
Consumer Markets ◽  
Language Strategies ◽  
Trade Names

The paper deals with some language strategies in the domain of the adaptation of foreign brand names (trade names) in Taiwan (ROC) in the context of Chinese language, society and culture. It also presents the results of the author’s investigation into 50 Chinese/Taiwanese adaptations of brands of foreign food products. In the Chinese naming culture, proper names are predominantly semantically transparent and most members of Chinese society still believe that names can influence the fate of the objects named. It is evident, that brand names play a crucial role in the marketing of products and in their acceptance by the consumers, and ultimately their purchase decisions. Good and pleasing brand names contribute to the success of products, while improper and ugly names may contribute to their failure. In a time of globalization, many foreign products and brand names occur in Chinese-speaking countries, such as the PRC and Taiwan, probably the largest consumer markets in international business. Consumers’ behavior and language are usually among the major barriers to the international market, so it is important to know the linguistic and social content of Chinese names and typical language strategies for the adaptation of Western brand names.

When foreign brands appear local, and local brands appear foreign

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bo Chen
Keyword(s):  
Developing Countries ◽  
Purchase Intention ◽  
Empirical Studies ◽  
Country Of Origin ◽  
Developed Countries ◽  
Brand Names ◽  
Content Type ◽  
Product Categories ◽  
Foreign Brand ◽  
Foreign Brands

PurposeBoth foreign and local companies frequently name their brands in foreign language on the market of developing countries, and some of them choose to disclose the brands' country of origin to consumers. The purpose of this research is to investigate the joint effects between the practices of disclosing the actual country of origin of the brands and the language of the brand names on consumers' purchase intention for foreign brands and local brands in developing countries.Design/methodology/approachThe proposed hypotheses were tested in two studies, namely an experiment and a field experimental survey, with stimuli from two product categories.FindingsThe results of the two empirical studies with Chinese participants consistently demonstrate that revealing the actual country of origin of the brands undermines consumers' purchase intention for local brands that use foreign brand names, but does not impact consumers' purchase intention for foreign brands that use local brand names.Originality/valueThis research first investigates the effects of adapting the brand names into local language of developing countries for brands from developed countries on consumers' purchase intention, which provides new insight into the literature on foreign branding and country of origin effects as well as practical implications for brand managers.

The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries

2012 ◽  
Vol 76 (6) ◽  
pp. 21-37 ◽  
Author(s):  
Valentyna Melnyk ◽  
Kristina Klein ◽  
Franziska Völckner
Keyword(s):  
Emerging Countries ◽  
Brand Names ◽  
Foreign Brand

Strategy to motivate and facilitate compromise in Chinese mediation

2014 ◽  
Vol 25 (1) ◽  
pp. 4-20 ◽  
Author(s):  
Yiheng Deng ◽  
Kaibin Xu
Keyword(s):  
Discourse Analysis ◽  
Design Methodology ◽  
Chinese Society ◽  
Chinese People ◽  
Content Type ◽  
Common Goals ◽  
Language Strategies ◽  
Contemporary Chinese ◽  
Practical Implications ◽  
External Reasons

Purpose – This paper aims to explore language strategies and techniques in Chinese mediation that are adopted by mediators to motivate and facilitate compromise among disputants. Design/methodology/approach – Ten cases were audio-recorded on the spot, transcribed for analysis in their Chinese form, and then translated into English for English readers. The translation of excerpts used in this paper to demonstrate points was double checked to ensure accuracy. Discourse analysis was adopted to explore the meanings and functions of the utterances in these excerpts. Findings – It is found that power is embedded in the mediator's position and in his/her role in the mediation. Furthermore, neutrality is less of a concern as compared to justice in the mediator's terms. Finally, socio-cultural indications of the language strategies and techniques were drawn about contemporary Chinese society. Practical implications – When dealing with Chinese people in conflict, one may emphasize common goals and bring in external reasons such as seniority, face, and status to motivate and facilitate compromise. Originality/value – Studying transcripts of cases that were recorded in real time and recently is rare in studies of Chinese mediation. Studying what people actually say provides us data in reality, in contrast to the ideals as well as what they say they do in mediation.

scholarly journals Entry Strategy and Export Marketing in Emerging Markets: A Small Player Case

2019 ◽  
Vol 16 (1) ◽  
pp. 76-85
Author(s):  
Peachayanant Lorvoralak ◽  
Winai Wongsurawat
Keyword(s):  
Environmental Factors ◽  
International Business ◽  
Emerging Economies ◽  
Construction Material ◽  
International Market ◽  
Export Marketing ◽  
Academic Researchers ◽  
Entry Strategy ◽  
Industry Leader

The internationalization of dominant market leaders such as Haier (China), Tata Group (India) and CEMEX (Mexico) in emerging economies has attracted immense amounts of interest among academic researchers. A less-explored area is how non-dominant, second-movers venture into the international market. How do small players connect with foreign customers while operating in the shadows of the industry leader? What decisions are serendipitous and what actions are deliberate? What are the key environmental factors and internal decisions that propel a secondary player to place more chips in the international market? This case study addresses these questions using an example of a construction material manufacturer from Southeast Asia. It is suitable as a discussion starter in an international business class, especially for topics such as entry strategy, export marketing and the organization of international business.

scholarly journals INTERNACIONALIZAÇÃO DE EMPRESAS BRASILEIRAS: DESENVOLVIMENTO DE GESTORES COMO FATOR ESSENCIAL PARA A ESTRATÉGIA DE NEGÓCIOS DOI:10.7444/fsrj.v3i1.68

2011 ◽  
Vol 3 (1) ◽  
pp. 111-139
Author(s):  
HILARIO DE MACEDO OLIVEIRA
Keyword(s):  
International Business ◽  
International Market ◽  
Business Environment ◽  
Global Mindset ◽  
International Mobility ◽  
Cross Culture ◽  
Management Leadership ◽  
Corporate Environments ◽  
New Type ◽  
Gain Access

The globalization phenomenon has given rise to a new and virtually limitless dimension for companies to gain access to new markets beyond their country borders. This has proven to be an opportunity for growth and expansion. Given the transformations that this phenomenon has driven in the international business environment, one is struck by the fact that the presence of Brazilian companies abroad is still low, as Brazilian business is continues to be shy of expanding via internationalization. One concludes that the leaders of Brazilian firms are better prepared to operate in the domestic market and with processes and businesses that focus on exports; few executives are required to run operations abroad. However, the reality of internationalization calls for a new type of manager, the “global executive,” who is expected to be cosmopolitan, a negotiator and a cross-culture communicator that is able to generate synergy and lead changes. Brazilian companies that want to grow beyond cultural and ethnic frontiers are facing the challenge of forming theses “citizens of the world,” capable not only of making room in the international market, but also of leading the processes of transformation and change within corporate environments. The aim of this article is to discuss how to develop people for the strategic management of internationalization processes, as well as to identify current gaps and to provide recommendations both for the development of the competences that a global mindset requires among our managers, and for the management of the international mobility of Brazilian executives.Key words: Company internationalization. Expatriation. People management. Leadership.

International business strategy: development of an integrated framework and typology

2020 ◽  
Vol 30 (3) ◽  
pp. 345-373 ◽  
Author(s):  
Som Sekhar Bhattacharyya
Keyword(s):  
Literature Review ◽  
International Business ◽  
Business Strategy ◽  
International Market ◽  
Building Blocks ◽  
Foreign Country ◽  
Content Type ◽  
Integrated Framework ◽  
Resources And Capabilities ◽  
International Business Strategy

Purpose The purpose of this study is international business strategy (IBS) has evolved into a complex and vast domain of study. Given this fact, the author first proposed a set of screens that a firm’s IBS manager was required to assess before venturing into a foreign country. Then the author developed an integrated IBS framework to secure a holistic view regarding IBS. Finally, the author proposed a typology to classify IBS archetypes. Design/methodology/approach The author undertook a systematic and integrated literature review of IBS literature. The literature review was carried out with a conceptual perspective in mind. Incremental and argumentative logic was applied to develop the integrated IBS framework from a wide domain of literature. Furthermore, the typology on IBS initiatives was also developed based upon a classification scheme developed in the framework. Findings The author developed the integrated conceptual framework based upon six building blocks which were conceptual elements. The framework consisted of the antecedent variable as internationally deployable organizational resources and capabilities (IDORC), the mediating variables as internationally implementable organizational process (IIOP), internationally executable practices and activities (IEPA) and international market product service offerings (IMPSO). The moderating variable was international initiatives management direction and control (IIMDC), while the dependent variable was international market performance assessment (IMPA). Thus, IDORC, IIOP, IEPA, IMPSA, IIMDC and IMPA were the building blocks of IBS framework. There were 12 types of IBS typologies based upon the dominant role played by the home and host countries in the six building block elements of IBS mentioned. The 12 typologies were domestic reproduction (DR), foreign country centric offerings (FCCO), international offerings perspective (IOP), foreign country-driven activities (FCDA), international-driven activities (IDA), foreign country-driven process (FCDP), international-driven process (IDP), foreign country initiatives domestically controlled (FCIDC), international initiatives domestically controlled (IIDC), international initiatives home-dominant foreign dyad controlled (IIHDFDC), international independent initiative (III) and international coordinated network approach (ICNA). Research limitations/implications In this study, an integrated framework on IBS was developed. In the theoretical framework, antecedent (DORC), mediating (IIOP, IEPA and IMPSA), moderating (IIMDC) and dependent variables (IMPA) have been incorporated. This was the first theoretical contribution of this paper toward IBS theorization. Second contribution of this paper was toward typology development regarding IBS initiatives archetypes. The 12 typologies were DR, FCCO, IOP, FCDA, IDA, FCDP, IDP, FCIDC, IIDC, IHDFDC, III and ICNA. The IBS typology is based upon the six constituent concepts developed from literature. Practical implications Managers who are responsible for the planning and execution of IBS initiatives could from the integrated IBS framework comprehend what would be the steps required to plan and execute an IBS strategy in its entirety for success in foreign markets. Furthermore, managers could understand the various mediation and moderation roles regarding the IBS factors present in any firm internationalization effort. This would help managers not only to amplify the mediating effects but also to tweak the efforts of moderation so as to arrive at better internationalization performance. The section on typology on IBS initiatives would help managers to secure a better fit for the IBS initiative of the firm. The typology would anchor managerial perspectives regarding how the home country firm organizational contributions on resources and capabilities, processes, practice activities and products and services need to be offered in foreign countries. Originality/value To the best of author’s knowledge, this is one of the first frameworks regarding an integrated perspective on IBS and a typology on IBS based upon a set of antecedent (resources and capabilities), mediation (process, activities and market offerings), moderation (management control) and dependent (performance) variables building on firm resource-based view perspectives.

Genericization Of Foreign Brand Names In Iraqi Arabic: A Linguistic Study

2018 ◽  
pp. 192
Author(s):  
حيدر كريم العابدي ◽  
خالد شمخي شرهان
Keyword(s):  
Brand Names ◽  
Linguistic Study ◽  
Foreign Brand
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