Making Italian fashion global: Brand building and management at Gruppo Finanziario Tessile (1950s–1990s)

AbstractNot different from many other, larger companies, marketing and sales processes at SMEs have undergone constant changes. The chapter details how SMEs dealt with the tension between marketing and sales, how they differentiated in B2B vs. B2C environments. For B2C companies, global brand building becomes important. All firms, regardless of industry environment, had constantly professionalized the marketing process. Choosing a product or company name can be crucial in a global environment. In the B2B environment, marketing and selling differ from the consumer markets and are focused more on application-driven sales, key account systems, and reliance on lead customers. Examples from adopting key account systems and enlisting lead customers are provided.

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SELFBASED AND PUBLICBASED EVALUATIONS IN GLOBAL BRAND BUILDING A COMPARISON BETWEEN INDEPENDENT AND INTERDEPENDENT CULTURES

Global Fashion Management Conference ◽

10.15444/gfmc2017.02.04.01 ◽

2017 ◽

Vol 2017 ◽

pp. 122-123 ◽

Cited By ~ 1

Author(s):

Yoko Sugitani ◽

Keyword(s):

Brand Building ◽

Global Brand

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Making Italian fashion global: Brand building and management at Gruppo Finanziario Tessile (1950s‒1990s)

Business History ◽

10.1080/00076791.2017.1329299 ◽

2017 ◽

Vol 62 (1) ◽

pp. 42-69 ◽

Cited By ~ 3

Author(s):

Elisabetta Merlo ◽

Mario Perugini

Keyword(s):

Brand Building ◽

Global Brand

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Global Brand Building and Management in the Digital Age

Journal of International Marketing ◽

10.1177/1069031x19894946 ◽

2020 ◽

Vol 28 (1) ◽

pp. 13-27 ◽

Cited By ~ 4

Author(s):

Jan-Benedict E.M. Steenkamp

Keyword(s):

Internet Of Things ◽

Future Research ◽

Brand Strategy ◽

The Internet ◽

Global Brands ◽

Sales Channels ◽

Brand Building ◽

Global Brand ◽

Rapid Spread ◽

The Internet Of Things

The rapid spread of the internet and internet-based technologies is reshaping how companies build and manage global brands. While specific platforms and technologies change rapidly, what does not change quickly are the underlying trends. This article identifies the implications of five core underlying digital trends for global brand building and management: (1) rise of digital global sales channels, (2) cocreation of global brand strategy, (3) global transparency of brand activities, (4) global connectivity among the brand’s consumers, and (5) the Internet of Things. For each trend, the author discusses key changes taking place in the marketplace and directions for future research.

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Global Brand Building in the Digital Age

Global Brand Strategy ◽

10.1057/978-1-349-94994-6_5 ◽

2017 ◽

pp. 111-147 ◽

Cited By ~ 3

Author(s):

Jan-Benedict Steenkamp

Keyword(s):

Digital Age ◽

Brand Building ◽

Global Brand

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Le imprese del distretto della riviera del Brenta tra global brand e multinazionali

ECONOMIA E SOCIETÀ REGIONALE ◽

10.3280/es2017-002004 ◽

2017 ◽

pp. 44-54

Author(s):

Fiorenza Belussi ◽

Annalisa Caloffi ◽

Martina Contin ◽

Silvia Rita Sedita

Keyword(s):

Global Brand

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Does Brand Awareness Impact Purchase Decision: A Case of Organic Grocery

International Journal of Emerging Research in Management and Technology ◽

10.23956/ijermt.v6i7.182 ◽

2018 ◽

Vol 6 (7) ◽

pp. 45

Author(s):

Gunjan Gumber ◽

Jyoti Rana

Keyword(s):

Organic Food ◽

Brand Awareness ◽

National Capital Region ◽

Promising Alternative ◽

Brand Recall ◽

Brand Building ◽

Brand Recognition ◽

National Capital ◽

High Level ◽

Structured Questionnaire

In India, the concept of organic food is gaining widespread acceptability. Consumers are becoming more conscious about their health and are looking for food that serves as a promising alternative. Corporates, NGOs, Spiritual leaders and Government are also promoting this food, as it is free from irradiation, chemicals and artificial additives. A number of organic food brands are available in the market. The main objective of this study is to find out the level of brand awareness and its influence on purchase of organic grocery. The data was collected from 150 organic consumers in National Capital Region (Delhi, Gurgaon, Faridabad and Noida) through a structured questionnaire. Questions related to brand recall, brand recognition and purchase of organic grocery were asked. It was found that in general, there is a low level of brand awareness among consumers, and those who have high level of awareness; they consume organic grocery more often. The study will help corporates to make effective communication and brand-building strategies.

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Factors Affecting Willingness To Accept Foreign Halal Foods By Urban Malaysian Malays

Journal of Emerging Economies and Islamic Research ◽

10.24191/jeeir.v7i1.6128 ◽

2019 ◽

Vol 7 (1) ◽

pp. 45

Author(s):

Hasman Abdul Manan ◽

Shahira Ariffin ◽

Tengku Sharifeleani Ratul Maknu ◽

Irwan Ibrahim ◽

Harlina Suzana Jaafar

Keyword(s):

Sampling Technique ◽

Food Products ◽

Willingness To Accept ◽

Total Import ◽

Factors Affecting ◽

Subjective Knowledge ◽

Muslim Countries ◽

Global Brand ◽

Halal Food ◽

Knowledge And Attitude

The significant shifts in urbanites’ lifestyles have been the catalyst behind the increased in the consumption of foreign foods and beverages in Malaysia; particularly those made in western nations. Notably, Malaysia’s total import for food had risen significantly from RM26.7 billion in 2009 to RM42.6 billion and RM 45.4 billion, in 2014 and 2015 respectively. These days, urban Malaysian Malays are being inundated with various foreign Halal food products in local markets however, these can also leave them in a rather risky circumstance as the likelihood that some of these foreign food products are not suitable (i.e. Haram) for their consumptions, is relatively high. Halal food issues (namely those foods originated from non-Muslim countries) have created lots of anxieties within the Malaysian Malays’ society. Hence, this study aims to examine factors affecting willingness to accept foreign Halal foods by urban Malaysian Malays. Convenience sampling technique was used to obtain responses from 450 urban Malaysian Malays in designated areas within the Greater Kuala Lumpur/Klang Valley region. The results demonstrated urban Malaysian Malays willingness to accept foreign Halal foods were significantly affected by trust but displayed no relationships with subjective knowledge and attitude. Also, the insignificant attitude- willingness relationship signified the presence of the attitude-behavior gap. The study’s outcomes may perhaps offer new understandings on urban Malaysian Malay markets particularly for global brand owners and marketers.

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