Facilitating Policy: Redefining Terraced Housing in Malaysia

<p>The multi-ethnic tension among the three main ethnics in Malaysia has a great impact on tolerance and political unity. The Bumiputera Policy gives privileges to the Malay ethnicity, which further strains this issue, dividing the nation. Recognising this, the government introduced the 1Malaysia Policy as a possible solution to mitigate this issue to promote equality and attaining unity in diversity. This ultimate purpose is to integrate Malaysians to cooperate in a mutually respectful manner, towards the development of Malaysia. The inevitable consequences of short sighted government policy, development and westernisation in Malaysia have negatively affected the cultural uniqueness of the three main ethnic communities. In domestic architecture, terraced houses have been a direct translation of western terraced housing. The influences from the West have diverted Malaysia’s sense of Asian culture. The objective of this study is to support the aims of this current 1Malaysia Policy, by finding a solution to terraced housing, through the design of the 1Malaysia Home. This thesis looks at an adaptable home for multi-cultural families to live and practise their unique cultures in a multi-ethnic community. The implementation of this design, is through research on case studies of the respective traditional houses of Malaysia’s three main ethnic groups. The main design consideration of this flexible home is through a negotiated spatial organisation, in regards to the aims of the theories that informed the traditional houses. This study further explores the cluster design of terraced housing in a multi-ethnic neighbourhood community. The traditional programmes of shop house and other multi-cultural activities in Malaysia are reinstated for a common sense of belonging in the neighbourhood, which ultimately preserves Malaysia’s unique Asian culture and supports its international branding as ‘Malaysia Truly Asia’.</p>

Facilitating Policy: Redefining Terraced Housing in Malaysia

<p>The multi-ethnic tension among the three main ethnics in Malaysia has a great impact on tolerance and political unity. The Bumiputera Policy gives privileges to the Malay ethnicity, which further strains this issue, dividing the nation. Recognising this, the government introduced the 1Malaysia Policy as a possible solution to mitigate this issue to promote equality and attaining unity in diversity. This ultimate purpose is to integrate Malaysians to cooperate in a mutually respectful manner, towards the development of Malaysia. The inevitable consequences of short sighted government policy, development and westernisation in Malaysia have negatively affected the cultural uniqueness of the three main ethnic communities. In domestic architecture, terraced houses have been a direct translation of western terraced housing. The influences from the West have diverted Malaysia’s sense of Asian culture. The objective of this study is to support the aims of this current 1Malaysia Policy, by finding a solution to terraced housing, through the design of the 1Malaysia Home. This thesis looks at an adaptable home for multi-cultural families to live and practise their unique cultures in a multi-ethnic community. The implementation of this design, is through research on case studies of the respective traditional houses of Malaysia’s three main ethnic groups. The main design consideration of this flexible home is through a negotiated spatial organisation, in regards to the aims of the theories that informed the traditional houses. This study further explores the cluster design of terraced housing in a multi-ethnic neighbourhood community. The traditional programmes of shop house and other multi-cultural activities in Malaysia are reinstated for a common sense of belonging in the neighbourhood, which ultimately preserves Malaysia’s unique Asian culture and supports its international branding as ‘Malaysia Truly Asia’.</p>

THE DEFINING ROLE OF INTERNATIONAL BRANDING IN THE STRATEGIC DEVELOPMENT OF THE MODERN TRANSNATIONAL CORPORATIONS MARKETING

The article highlighted the following advantages of using branding in TNK strategies: the brand creates barriers in the market for competitors, facilitates the introduction of new products to the world market, and allows actively to explore new niches in this market; allows the company to more successfully survive the global financial and economic crises without additional costs; allows you to clearly distance your product from the competitor's market. The study has shown that modern TNCs do not follow the path of direct use of the Western or Eastern branding model, but increasingly resort to such a combination that contributes to the development of international brands that can successfully function in consumer audiences of different socio-ethnic composition, differing from each other. percep-tion of information directed at them. The methodology of international branding used by TNCs from countries was also differentiated, while the country's image is a determining factor in the formation of a corporate and product branding strategy. It has been established that the relationship between international branding and the country's global competitiveness, which was observed earlier, is currently being lost due to the active development of companies from developing countries (primarily China) in the international branding system. The principles were identified that a developing country should adhere to when forming the concept of international branding. It has been proved that the main determinant of international branding is the competent and effective application of the methodology for assessing the value of brands: monitoring the impact of the country of origin of goods on consumer perception; taking into account in the positioning strategy that if a product has an acceptable price and high utility, then it will be positively perceived in the world market; distancing from the country of origin (for fashionable and prestigious goods); the formation of strategic alliances to promote brands to the global market. More effective methods are cost methods (calculating the cost of replacing a brand), various income methods (future earnings, earnings on shares), and a valuation model.Keywords: transnational corporation, marketing strategy, international branding, corporate brand, global competitiveness, world market. У статті була диференційована і методологія застосовується ТНК країн міжнародного брендингу, при цьому імідж країни є визначальним фактором формування стратегії корпоративного і товарного брендингу. Встановлено, що взаємозв'язок міжнародного брендингу та глобальної конкурентоспроможності країни, що спостерігалася раніше, в даний час втрачається, внаслідок активного розвитку в системі міжнародного брендингу компаній з країн, що розвиваються (в першу чергу, Китаю). Були виявлені принципи, яких повинна дотримуватися країна, що розвивається при формуванні концепції міжнародного брендингу. Доведено, що основною детермінантою міжнародного брендингу є грамотне та ефективне застосування методології оцінки вартості брендів.Ключові слова: транснаціональна корпорація, маркетингова стратегія, міжнародний брендинг, корпоративний бренд, глобальна конкурентоспроможність, світовий ринок.

INTERNATIONAL BRANDING AS A TOOL OF INTEGRATED BUSINESS STRUCTURES DEVELOPMENT IN UKRAINE

Introduction. At the present stage of world economic relations, integrated business structures (IBS) are equal participants in international economic market. Acting as both a derivative and a conductor of globalization, they have become the structure-forming factors of world development, have an increasing impact on the functioning of the world economy, specific economic entities, and individual emerging markets.Research hypothesis. A full adaptation of foreign methods for evaluating and promoting brands will take into account the specifics of the Ukrainian economy, use branding as a source of corporate competitive advantages for Ukrainian business participants, and help improve the investment climate by strengthening national brands.Purpose of this article: to offer methodological tools for international branding of integrated business structures in Ukraine.Research methods: comparative analysis, ratings, graphical, tabular and specific methods of marketing research.Results: a methodological approach is proposed, according to which it is necessary, on the one hand, to distinguish between international branding technologies depending on the level of the country's economic development, and on the other, to take into account the mutual influence of the country's image, global competitiveness of its economy and the main directions of the branding development strategy of national companies; countries' approaches of implementing the international branding strategy are evaluated depending on their level of development, taking into account the importance of branding as a marketing tool and as a means of increasing companies' capitalization.Conclusions. The modern mechanisms of brand promotion in IBS strategies in Ukraine are evaluated on the basis of assessing the advantages and disadvantages of global marketing programs in assessing the effectiveness of international brands, choosing the best methods for expanding the brand portfolio; modern strategies and a global planning system for international branding are defined in terms of standardization criteria, product specifics, IBS capabilities and the international competitive environment, and criteria for brand relationships within the portfolio.

THE NATIONAL-PHILOSOPHICAL CONCEPTUALITY OF THE JOURNALISTIC DISCOURSE OF E. MALANIUK'S ESSAYS

The article presents a scientific substantiation regarding the specifics and national-philosophical orientation of E. Malaniuk's literary essays. It is determined that for him it became a form of expression of the ideological culturological model of Ukraine. The poet's national-philosophical position in Ukraine and then abroad is characterized by the invariability of interpretation. For Malaniuk, the form of expression of national meaning was formed in poetry, and the deep worldview culturological model of Ukraine appeared in literary essays. The issues that arise in the process of comprehending the author's essay work, in particular the national-philosophical context of his literary-critical research, are covered. Malaniuk's essays ask and seek answers to serious questions: first, what caused the fatal Ukrainian history; secondly, how to influence the genetic spiritual shortcomings of Ukrainians; third, how to strengthen faith and national identity. Emphasis is placed on the phenomenon of intellectual potential of essay texts, Malaniuk's creative personality and his role in forming the position of Ukrainians in emigration. It is stated that the literary essay has become a model of creative and at the same time analytical work of the author, which is based on a significant array of interpretations of European cultural heritage. "The Book of Observations" in two volumes, Malaniuk's notebooks confirm the authentic methods of the essayist, his approaches and complex artistic interpretations. Malaniuk's essays are a deeply meaningful phenomenon that represents his legacy as an intellectual original position of focusing on the national question. His national philosophy, basically artistic, is based on the literary-theoretical concept that Malaniuk formed in his own essays, which arose on a certain margin of his life. It is concluded that the ideas expressed in his essays demonstrate the progress of the Ukrainian national idea and its active viability in emigration. The invariability of the position, the unshakable rank of Malaniuk not only attracts public attention, but acts as a leading position in the existence of Ukrainians in exile. His essays worked and, most importantly, are now able to work as a weapon in two directions: on the one hand, aimed at the colonial (and now – postcolonial) consciousness of mainland Ukrainians; on the other – positioning and perception of Ukraine by another spiritual environment on other continents (international branding in the world spiritual dimension).

Investigating international strategic brand management and export performance outcomes in the B2B context

Purpose Drawing on Resource-based Theory, the purpose of this paper is to empirically examine the effect of International Strategic Brand Management (SBM) on export performance within the Business-to-Business (B2B) context. To be able to purposely assess the relationship, this paper also sets out to discover what antecedent international resources, (financial resources) and international capabilities (market information, branding and marketing planning) contribute to the ability of B2B exporters to effectively manage their brands abroad. Design/methodology/approach A mixed method firm-level approach was employed. First, a qualitative study of 34 in-depth interviews explored the focal inter-relationships and constructs identified within the literature. A survey of 208 successful UK exporters was then conducted and the results were analysed using structured equation modelling. Findings The results confirm that certain marketing capabilities (branding and marketing planning) are advantageous antecedents to the employment of effective SBM in foreign markets which, in turn, leads to increased financial and market performance internationally. Practical implications This paper outlines practical brand management considerations managers need to account for to achieve effective exporting. Practitioners are advised to prioritise the development of robust international branding and marketing planning capabilities which can enable them to exploit their limited financial resources for optimal benefits. Furthermore, by developing these capabilities, firms can focus on the essence of their brand and communicate their brand image through the effective strategic management of their brand to business customers, evoking positive brand associations, enhanced perceived brand value and the achievement of increased export performance. Originality/value This paper is the first to focus on international SBM as the deterministic factor leading to improved B2B export performance. An innovative framework is offered which positions the pivotal role of International SBM as the central focus. The construct for international branding capabilities is extended specifically for use in the B2B domain.