Showing 1 - 10 of 17
In global markets, corporations compete according to the new rules of market-space competition, that is within competition boundaries in which space is not a known, stable element in the decision-making process. It is, instead, a competitive factor, shaped and modified by the actions and the...
Persistent link: https://www.econbiz.de/10010908249
A brand represents the awareness and the image that a product has managed with a segment of customers. In business terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular product. The specific existing relationship between a brand...
Persistent link: https://www.econbiz.de/10010908254
Market-Driven Management is a corporate strategy that presupposes direct, continuous benchmarking with competitors, in a context of customer value management. Market-driven management therefore favours an 'outside-in' vision, based on: the identification of products with a higher value than that...
Persistent link: https://www.econbiz.de/10011149311
Globalisation imposes transition in the spatial competition relationships, specifically the abandonment of a competition domain coinciding with specific physical or administrative contexts (a product category, a country, a region, a geographical area, etc.). Competition in global markets shapes...
Persistent link: https://www.econbiz.de/10011149367
Product placement is the planned insertion of a brand within a movie, a fiction, etc. It can be used with other communication tools (i.e. advertising, sales promotions, etc.) in order to disseminate brand awareness and characterize brand image, developing brand equity. In global markets, product...
Persistent link: https://www.econbiz.de/10011149382
Today's markets are characterized by over-supply, intense competitiveness in every sector, increasingly aggressive competition and product and market strategies which are open to imitation. Consequently, the brand, and the values it carries, has become the truly critical competitive factor. In...
Persistent link: https://www.econbiz.de/10011149386
Brand portfolio reengineering is the typical process a company uses to set the organization in a complete, harmonious, and consistent manner; the target is to maximize the value of its brand equity. The more complex and varied are brand portfolio and product portfolio of a company, the more...
Persistent link: https://www.econbiz.de/10011149431
In view of the accelerated move of great corporations towards global marketing, the strategic changes of such companies raise interesting questions. Is marketing globalization reaching its limits after years of implementation? Is it time for companies to rethink their strategies and move back,...
Persistent link: https://www.econbiz.de/10011149434
The progressive development of the global market highlights a structural manufacturing over-capacity and therefore an offer permanently and significantly higher than the potential of absorption by demand. In the new competitive domain of over-supply, firms adopt specific policies of exploitation...
Persistent link: https://www.econbiz.de/10011149439
The Community trade mark has effectively been available since April 1, 1996, although recourse to this tool does not imply abandonment of protection at a national level - something still of interest to SMEs. Market globalisation has led to increasingly more frequent horizontal and vertical...
Persistent link: https://www.econbiz.de/10011149448