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Avassettrack From Avasset - Creating Global Brand: Globalizzazione (Italian Edition)
جمعه 11 فروردین 1396  01:46 ب.ظ
توسط: Kim Lewis





Creating global brand: globalizzazione (Italian Edition)

by LEADERSHIP research institute

->>>DOWNLOAD BOOK Creating global brand: globalizzazione (Italian Edition)


globalizzazione

Considerando il funzionamento del business globale, la questione della creazione di una società internazionale non può essere compresa senza capire l'essenza dei processi attualmente in corso nel mondo. Dove mandano questo mondo.

Qual è il processo di globalizzazione?

Chi ha iniziato questo processo e quando?

Perché diventa obbligatoria ad un certo punto?




















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The..nature..of..communications..has..changed..rapidly,..as..we..all..know,..so..we..have..domain..responsibility,..and..a..variety..of..channels..that..compels..us..to..take..a..content-centric..approachFrom...that...commonsense...standpoint,...global...branding...was...only...about...saving...costs...and...ensuring...consistent...customer...communicationOur...study...showed...that...one...person...in...ten...worldwide...wouldnt...buy...global...brands...if...given...a...choiceOnce...a...business...has...solved...the...mystery...of...how...to...reach...the...target...demographic,...the...brand...must...appeal...strongly...enough...to...actually...motivate...consumers...to...take...actionThe....percentages....shown....in....the....chart....are....the....averages....of....survey....responses....from....12....countriesAs..NGOs..have..become..adept..at..staging..media-friendly..protests,..corporations..have..been..working..hard..to..get..off..the..activists..hit..listsA...word...of...caution...may...be...in...orderGlobal..branding..has..lost..more..luster..recently..because..transnational..companies..have..been..under..virtual..siegeCan..you..explain..how..they..achieved..the..top..spot?..Margaret..Molloy:..First,..by..brand..simplicity..we..mean..creating..experiences..that..are..both..remarkably..clear..and..unexpectedly..freshEven...when...companies...are...proactive,...initiatives...are...often...limited...to...those...that...are...sustainablea...euphemism...used...to...describe...moneymaking...activities...that...happen...to...benefit...societyIt...is...interesting...to...note...that...Ryanair...is...also...a...low-cost...providerWhen...companies...author...less-than-credible...myths,...it...can...hurt...brandsHowever,....survey....respondents....report....that....Ryanairs....fares....can....be....misleading....as....many....fees....are....tacked....on....throughout....the....customer....journeyThe....rise....of....a....global....culture....doesnt....mean....that....consumers....share....the....same....tastes....or....valuesAt....the....same....time,....they....are....concerned....whether....companies....behave....responsibly....on....issues....like....consumer....health,....the....environment,....and....worker....rightsThe...playing...field...isnt...level;...consumers...dont...demand...that...local...companies...tackle...global...warming,...but...they...expect...multinational...giants...like...BP...and...Shell...to...do...soWhile...most...companies...have...launched...corporate...social...responsibility...initiatives,...the...impact...of...such...activities...is...questionable

The..media..and..activists..roundly..ridiculed..the..company..for..greenwashing..itselfThe..dream..of..a..sustainable..world..where..fuels..wouldnt..pollute..became..particularly..attractiveThe...scenes...were...jarring...(whats...IBM...doing...there?)...and...evocativeBut...todays...global...myths...have...less...to...do...with...the...American...way...of...lifeA....focus-group....participant....in....Russia....told....us:....The....more....people....who....buy....[a]....brandthe....better....quality....it....isAt....the....spectrums....other....end,....the....dimensions....influence....consumers....in....Indonesia,....Turkey,....and....Egypt....the....mostThere..is..congruence..between..their..brand..promise..and..what..they..consistently..deliverMajor..technology..firms..competed..fiercely..to..own..that..ideal..and..become..the..company..that..people..would..join..with..to..feel..empoweredSimilarly,....people....may....turn....a....blind....eye....when....local....companies....take....advantage....of....employees,....but....they....wont....stand....for....transnational....players....like....Nike....and....Polo....adopting....similar....practices(Photo...credit):...Gettyimages.com/...LeoPatrizi..."...At...the...core...of...each...branding...initiative...is...a...story...that...resonates...with...consumersTurn....social....responsibility....into....entrepreneurshipThe..dialogue..was..philosophical,..not..technological:..Anybody..who..says..that..one..person..cant..make..a..difference..is..wrongBranding....must....cater....to....peoples....perceptions....of....transnationals....as....behemoths....with....extraordinary....capacities....and....powerSuch....consumers....dont....base....purchase....decisions....on....a....brands....global....attributesKey...Findings...Simplicity...earns...a...premium:...64%...of...consumers...are...willing...to...pay...more...for...simpler...experiencesAn..Australian..added..that..global..brands..are..more..exciting..because..they..come..up..with..new..products..all..the..time,..whereas..you..know..what..youll..get..with..local..onesExecutives..therefore..rushed..to..fashion..hybrid..strategiesWhitler:..Can..you..contrast..this..with..a..brand..that..is..low..on..the..Simplicity..Index?..Molloy:..Aldi..stands..in..contrast..with..low-cost..airline..Ryanair 07f867cfac

...Groups...when...called...upon...by...Hutch...leadership..
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