scholarly journals Corporate strategic branding: How country and corporate brands come together

2008 ◽  
Vol 53 (177) ◽  
pp. 59-88 ◽  
Author(s):  
Bojan Djordjevic
Keyword(s):  
Product Innovation ◽  
International Market ◽  
International Markets ◽  
Branding Strategy ◽  
High Quality ◽  
Modern Design ◽  
Business People ◽  
Country Brand ◽  
Global World ◽  
Corporate Brands

The concept of countries as brands has been increasingly recognized in the post-modern global world. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand. Consumers pay more and more attention to products' country of origin. When the name of a country is mentioned, they can have positive associations (high quality, modern design, product innovation), which means that the country itself has a powerful brand. However, there are opposite cases where we talk about the weak branding of a particular country. It is necessary to mobilize all the available forces of politicians, business people, artists, sportsmen and scientists to create a strategy for enhancing the image and reputation of a country on the international markets, i.e. for creating the national branding strategy.

scholarly journals THE PROCEDURE OF DEVELOPMENT OF INTERNATIONAL MARKET SEGMENTATION STRATEGY

2020 ◽  
pp. 166-182
Author(s):  
Olga Prygara ◽  
Viktoria Zhurylo
Keyword(s):  
Market Segmentation ◽  
International Market ◽  
International Markets ◽  
Individual Characteristics ◽  
Entrepreneurial Activity ◽  
Cultural Environment ◽  
Market Demand ◽  
Market Environment ◽  
Segmentation Strategy ◽  
Segmentation Process

Introduction. Increase of intensity of international economic activity under the process of internationalization of commodity markets lead to the necessity of search of attractive international markets and segments. Aim of the article is the development of procedure of international market segmentation strategy and determination of peculiarities of international market segmentation in comparison with segmentation of domestic markets, considering the necessity of evaluation of factors of choice of attractive markets, considering the influence of cultural environment on entrepreneurial activity. Method (Methodology). Application of methods of scientific generalization, analysis and synthesis gave an opportunity to distinguish elements, that characterize segmentation of international markets; to systemize the factors of international market environment, that influence international market segmentation process, define customers’ characteristics, that influence their purchasing decisions; to distinguish stages of international market segmentation; to describe features and marketing tasks of each stage. Results. Segmentation of international markets has to be viewed as the systematized process of division of international markets on the groups of countries and groups of individual customers on the basis of their cultural values and motivations concerning their decision making process, that gives an opportunity to satisfy their specific needs and strengthen international competitive positions. The factors that influence international segmentation process are macrofactors: geographic, structural-demographic, legal, economic, scientific, socio-cultural; and microfactors: common market factors (market demand, competitive factors, factors of quality characteristics of the product) and customer-based factors (psychological, behavioral, individual characteristics of customers). The stages of the procedure of developing of international segmentation strategy are: market attractiveness evaluation; competitive analysis; demand evaluation; cultural environment analysis; macrosegmentation of markets; microsegmentation of markets; implementation of strategy and control. The proposed strategy of international segmentation strategy requires forming of the detailed marketing plan to a certain market segment and constant monitoring of its realization in accordance with changes in market environment and motivations of customers.

scholarly journals PENGARUH ENTREPRENEURIAL LEADERSHIP TERHADAP KINERJA UMKM KOTA SURABAYA MELALUI INOVASI

2021 ◽  
Vol 5 (3) ◽  
Author(s):  
Yulvi Yusnia Anggriani ◽  
Anang Kistyanto
Keyword(s):  
Organizational Performance ◽  
Product Innovation ◽  
Research Result ◽  
Entrepreneurial Leadership ◽  
Business Sector ◽  
Significant Positive Effect ◽  
Business People ◽  
Food And Beverage ◽  
Innovation Product ◽  
Positive Effect

The economic movement in East Java which was dominated by MSMEs until December 2016 was able to increase the economy in Surabaya with many of these business people. This study aims to examine and analyze the effect of entrepreneurial leadership on organizational performance mediated by innovation in MSMEs guided by Cooperative Agency and Micro Enterprise City of Surabaya with Food and Beverage Business Sector. The type of this research is quantitative and explanatory research. The population of this research is the MSMEs guided by Dinas Koperasi dan Usaha Mikro Kota Surabaya with the Food and Beverage Business Sector. The questionnaire was distributed to 35 respondents and the statistical analysis used was Partial Least Squares (PLS) with smartPLS 3.0 software. The results of this study explain that entrepreneurial leadership has a significant positive effect on organizational performance. Entrepreneurial leadership has a significant positive effect on product innovation. Product innovation does not affect organizational performance. Entrepreneurial leadership does not affect organizational performance through product innovation. There is still inconsistency between this research result and previous research, the next research should analyze others variables that might affect entrepreneurial leadership in different sector.

scholarly journals INDONESIAN COCONUT COMPETITIVENESS IN INTERNATIONAL MARKETS

2019 ◽  
Vol 1 (3) ◽  
pp. 46-50
Author(s):  
Heriyanto Heriyanto
Keyword(s):  
Comparative Advantage ◽  
Supply And Demand ◽  
International Market ◽  
World Market ◽  
International Markets ◽  
Average Value ◽  
A Value ◽  
Constant Market Share Analysis ◽  
Constant Market Share ◽  
Derivative Products

Indonesia is one of the country's largest Coconut producer and exporter in the world market. The management efforts of Indonesia coconut not optimal, coconut export is still largely in the form of primary products, a type of derivative products coconut produced Indonesia is still limited. But in general, this research aims to analyze the Export Competitiveness of coconut Indonesia in international markets, specifically aims to analyze the position and competitiveness of Indonesia coconut commodities in the international market. Methods of data analysis using Trade Specialization Index (TSI), the analysis Revealed Comparative Advantage (RCA), and the Constant Market Share analysis (CMS). The results showed that during the period of 2005-2016, the development of supply and demand are relatively unstable and likely to rise. TSI values during the period of 2005-2016 have the value positive that shows that Indonesia is a country exporting coconut and belongs into the categories of very mature in the international market, indicated by the average value of the TSI of 1.00. The value of the RCA during the period of 2005-2016 have a value above 1 indicating that Indonesia Coconut has a comparative advantage for the commodity. While the analysis results in CMS during the period of 2005-2016 based on the four effects shows that the competitiveness of coconut Indonesia influenced by standard growth effects and efficient distribution where the coconut export growth in Indonesia is affected by the growth of coconut import world.  

Global and local rhetorics at a public-facing private company: Studiocanal and French cinema

2021 ◽  
Vol 46 (3) ◽  
pp. 309-327
Author(s):  
Christopher Meir
Keyword(s):  
International Market ◽  
International Markets ◽  
Film Production ◽  
Home Market ◽  
French Cinema ◽  
Private Company ◽  
Production And Distribution ◽  
Global And Local ◽  
Made In

This article utilizes Canal+’s film production and distribution subsidiary Studiocanal as a way to understand both companies’ impacts on French cinema since the formation of the subsidiary in the early 1990s. As such, the article is structured as a chronology and an analysis of the major films made in French and financed by Studiocanal in terms of their critical and popular reception. The article also examines the talent relationships underpinning this production and the trajectories of the various stars, writers, directors, and producers who worked on the films as well as the executives who oversaw them. Finally, the article analyzes the corporate rhetoric that was advanced by both Studiocanal and Canal+ over the years to position itself in the French and international markets. Synthesizing these branches of the analysis and noting certain cyclical patterns, the article argues that Studiocanal’s relationship to French cinema has been complex and changeable, at times limited in favor of pursuing the international market, at times devoting ample amounts of rhetoric and resources to pursuing success in its home market. Moreover, the article demonstrates that the company’s production activities have helped to mold a generation of French filmmakers and industry executives who have in turn gone on to influential careers. Looking forward, the article concludes by arguing that by virtue of its size and scale as a producer and distributor, Studiocanal will always be a significant player in French cinema.

A Framework of Brand Strategy and the “Glocalization” Approach

2015 ◽  
pp. 101-125 ◽  
Author(s):  
Arnold Japutra ◽  
Bang Nguyen ◽  
T. C. Melewar
Keyword(s):  
Cultural Diversity ◽  
Culturally Diverse ◽  
Emerging Market ◽  
International Market ◽  
Brand Strategy ◽  
Branding Strategy ◽  
Brand Relationships ◽  
Extant Literature ◽  
Emerging Market Countries ◽  
Diverse Culture

Indonesia is one of the stars among emerging market countries. As these markets are growing, Indonesia stands out for having a very diverse culture (i.e. ranked 6th within Asia for ethnic fractionalization and cultural diversity score). In this chapter, we develop a branding strategy framework to successfully operate in such market since a successful strategy in one country may not be applicable in another country. A brand thus needs to understand the glocal approach. Reviewing extant literature and focusing on Indonesia as the international market setting, this chapter offers several contributions: First, it identifies challenges that companies face in building a strong international brand. Second, it offers a framework of brand strategy that is prominent in order to build and/or strengthen brand in a culturally diverse market. To successfully develop a brand in such market, three important factors need attention: (1) glocalization, (2) consumer-brand relationships, and (3) societal marketing.

The Challenge of International Market Segmentation in Emerging Markets

2016 ◽  
pp. 2274-2293
Author(s):  
Ramazan Nacar ◽  
Nimet Uray
Keyword(s):  
Emerging Markets ◽  
Market Segmentation ◽  
International Market ◽  
International Markets ◽  
Future Research ◽  
Methodological Issues ◽  
Research Directions ◽  
Paradoxical Effects ◽  
Key Issues ◽  
Future Research Directions

Increasing paradoxical effects of globalization resulted in the increased homogenization and heterogenization of international markets. Globalization with its varying effects also increased the significance of international market segmentation over the last few decades. Despite the increased presence and usage of international market segmentation, in recent times, the rise of emerging markets have challenged the concepts and methods of international market segmentation. In order to address key issues of international market segmentation in emerging markets, this study briefly examined and assessed foremost conceptual and methodological issues of international market segmentation in emerging markets. Suggestions and future research directions are also provided.

scholarly journals Challenges and Scopes of Pottery Industry

Pravaha ◽  
2018 ◽  
Vol 24 (1) ◽  
pp. 147-158
Author(s):  
Prakash Shrestha
Keyword(s):  
Raw Materials ◽  
International Market ◽  
International Markets ◽  
Grain Storage ◽  
Pottery Industry ◽  
The People ◽  
Firing Pottery ◽  
Descriptive Method ◽  
Large Vessels ◽  
Festive Occasion

Pottery is unique art of making artifacts from clay. It produces different kinds of clay and ceramics items such as flowerpots, water and grain storage jars, large vessels for distilling rice spirits called rakshi, cooking pots, tableware, stoneware cups, bowls, and plates, stoneware pitcher and mug, etc. This research aims to examine challenges faced by the pottery industries and to examine scopes of the pottery industries in Nepal. This research is based on the descriptive method. The results show that there is good scope in the this industry but the people involved in this industry are facing different kinds of challenges or problems like shortage of raw materials, manpower, and lack of space to dry the formed pottery, firing pottery, to store the finished goods along with the different raw materials. The sales of the product in the national and international markets are being increased. This industry is being affected by the change in lifestyle and different substitute products. The intermediaries get good profits but they face the problem of getting the products damaged, demand dependent on the festive occasion, problem of transportation, etc. Study shows that there is a huge demand for Nepali handmade ceramic products in the international market due to their improved quality. Buyers are willing to pay a premium for handmade goods, which are propelling exports. Pravaha Vol. 24, No. 1, 2018, Page: 147-158

Relationship between country brand and internationalization: a literature review

2019 ◽  
Vol 27 (7) ◽  
pp. 2148-2165 ◽  
Author(s):  
Maria Gabriela Montanari ◽  
Janaina de Moura Engracia Giraldi ◽  
Simone Vasconcelos Ribeiro Galina
Keyword(s):  
Literature Review ◽  
International Markets ◽  
Country Image ◽  
Entry Modes ◽  
Content Type ◽  
Positive Effects ◽  
Positive Attitudes ◽  
Country Brand ◽  
Quantitative Descriptive ◽  
The Relationship

Purpose The purpose of this paper is to explain a possible relationship between the country brand and internationalization topics, searching in the literature the possible connections between them. Design/methodology/approach An integrative literature review of the past 15 years of research (2003–2017) was acquired using the well-known databases Web of Science and Scopus. Findings Studies linking country brand and internationalization are new, often quantitative, descriptive and focused on emerging markets. In terms of content, it was shown first that a country brand, when well-managed, is not only essential to attract foreign direct investment into the country, but it can also help the outflows of investments. Referring specifically to outflows of foreign investment, internationalization affects the country brand, generating positive attitudes toward the brand in international markets. However, it is also affected by the country brand because the country image influences the entry modes of business and the country of origin affects the performance of multinationals abroad. Research limitations/implications With the strengths and deficiencies of a body of literature exposed in this paper, a better understanding of the topic through synthesis can be provided. Practical implications Findings show that internationalization can influence country brand and country image. The internationalization process might positively affect the attitude toward a place brand. In terms of country image, when a company rebranding is entering international markets, it can integrate the brand of its products with the country brand and its image, generating positive effects in relation to brand in the new market. However, this relationship is not clear and should be explored by new studies. Originality/value This paper contributes both to the literature through an overview of the relationship between the two topics and a research agenda for future studies; and to governments and companies by providing information that enables them to become more competitive in the international market.

scholarly journals PROCESS AND PRODUCT INNOVATION IN A VERTICALLY DIFFERENTIATED INDUSTRY

2011 ◽  
Vol 13 (02) ◽  
pp. 209-221 ◽  
Author(s):  
EMANUELE BACCHIEGA ◽  
LUCA LAMBERTINI ◽  
ANDREA MANTOVAINI
Keyword(s):  
Product Innovation ◽  
Process Innovation ◽  
High Quality ◽  
Marginal Costs ◽  
Market Coverage

We examine a vertically differentiated duopoly where firms invest in process and product innovation and then compete in prices under full market coverage. We show that (i) process innovation fosters (hinders) product innovation for the low-quality (high-quality) firm; (ii) the firm which is initially more efficient invests more than the rival in process innovation; (iii) if the initial differential between marginal costs is sufficiently high, the demand for the less efficient firm is nil and the duopoly equilibrium does not exist.

Sign in / Sign up

Export Citation Format

Share Document