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Antecedents and evolution of the Bartlett and Ghoshal transnational typology
Rašković, Matevž; Makovec Brenčič, Maja; Jaklič, Marko - In: Multinational Business Review 21 (2013) 2, pp. 148-173
Purpose – The purpose of this paper is to systematically describe the evolution of Bartlett and Ghoshal's transnational typology within an appropriate historical context, and to additionally review key antecedent works of other authors who contributed to its evolutionary nature....
Persistent link: https://www.econbiz.de/10014931915
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Zielgruppen deutscher Kurorte und Heilbäder – eine Mikrosegmentierung mittels Clusteranalyse
Hürten, Dennis; Kimmich, Katharina - In: Zeitschrift für Tourismuswissenschaft 12 (2020) 3, pp. 427-444
-Württemberg finanziert.</fnote> durch. Zentrales Element dieser Studie war eine Klassifikation der Nachfrager/innen mittels Clusteranalysen …
Persistent link: https://www.econbiz.de/10014624547
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Becoming multinational: challenges for Chinese firms
Shenkar, Oded - In: Journal of Chinese Economic and Foreign Trade Studies 2 (2009) 3, pp. 149-162
Purpose – The purpose of this paper is to examine the features of Chinese multinational enterprises (MNEs), and identify the obstacles that Chinese firms must overcome if they are to become viable global competitors, as well as some of the strategies that can take them there....
Persistent link: https://www.econbiz.de/10014847523
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Successful marketing by multinational firms to the bottom of the pyramid: connecting share of heart, global “umbrella brands”, and responsible marketing
Wood, Van R.; Pitta, Dennis A.; Franzak, Frank J. - In: Journal of Consumer Marketing 25 (2008) 7, pp. 419-429
interaction understood if successful marketing to the 4 to 5 billion undeserved bottom of the pyramid (BOP) people in the world … conceptual scheme of how these ideas are connected, how they interact in today's business world, and how they can lead to ongoing … will not be effective. Originality/value – Global umbrella brands of the rich world (BrandAmerica, EuroBrand, BrandNippon …
Persistent link: https://www.econbiz.de/10014848695
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End of the multinational: emerging markets redraw the picture
Inkpen, Andrew; Ramaswamy, Kannan - In: Journal of Business Strategy 28 (2007) 5, pp. 4-12
will have to find new ways to deal with globalization. Many of the founding assumptions of multinational corporation (MNC … a global scale. Findings – Continued globalization is inevitable and there are few industries, if any, untouched by …
Persistent link: https://www.econbiz.de/10014845134
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Operating models for a multipolar world: balancing global integration and local responsiveness
Girod, Stephane; Bellin, Joshua B.; Ranjan, Kumar S. - In: Journal of Business Strategy 31 (2010) 6, pp. 22-27
successful firms manage the global‐local trade‐off in a multipolar world. Design methodology/approach – This paper utilizes a …
Persistent link: https://www.econbiz.de/10014845286
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Reshaping global technology development: innovation and entrepreneurship in China and India
Lynn, Leonard; Meil, Pamela; Salzman, Hal - In: Journal of Asia Business Studies 6 (2012) 2, pp. 143-159
Purpose – This paper seeks to explore the processes by which the offshoring of technology development to India and China by Western and Japanese multinationals has evolved from the localization/simplification of technology for local markets to the development of advanced technology in India...
Persistent link: https://www.econbiz.de/10014838304
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Globalisation through the kaleidoscope
Paliwoda, Stanley J.; Slater, Stephanie - In: International Marketing Review 26 (2009) 4/5, pp. 373-383
Purpose – The purpose of this paper is to offer an introduction and background as well as a narrative to the development of an economic, social, technological and cultural phenomenon that has been sweeping across national frontiers since first being identified by Theodore Levitt in 1983....
Persistent link: https://www.econbiz.de/10014827463
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Researching international “brand equity”: a case study
Tiu Wright, Len; Nancarrow, Clive - In: International Marketing Review 16 (1999) 4/5, pp. 417-431
Looks at the implications of building brand equity in a marketing rather than balance sheet sense. Uses the case example of Chivas Regal to illustrate how the global brand of a multinational organisation can be developed and whether a “global” advertising campaign can be built. Examines the...
Persistent link: https://www.econbiz.de/10014827818
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International trajectories of Brazilian companies
Bruno Cyrino, Alvaro; Penido Barcellos, Erika; Tanure, … - In: International Journal of Emerging Markets 5 (2010) 3/4, pp. 358-376
Purpose – It has been argued in the international business literature that companies begin their internationalization trajectories by entering countries that are geographically and psychically closest to the country in which their home market is located before entering more distant ones. This...
Persistent link: https://www.econbiz.de/10014788195