International Brand - International Brand-Name...

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International Brand-Name Standardization/Adaption: Antecedents and Consequences Abstract - modeling results show that firms adapt (vary) their brand names when market structure factors measured by competitive buyer, and distribution intensity increase - the issue of standardization vs. adaption in marketing activities has been prominent in the international literature since the publication of Levitt`s article on the globalization markets Levitt proposes that the global corporation can serve the world moe economically through large-scale production if it views the world as a small number of standardized markets rather than a large number of customized markets - Winram: suggests that successful marketeres are those that treat market segments as global entities, not local ones  contrary to this view, Wind argues that no powerful empirical evidence exists to show that the world is becoming more homogeneous or consumers universally more price conscious brands targeting mulitple market segments may increase revenue by adapting to the specific needs of each segment while maintaining or increasing price - Quelch: has claimed that global brands are more important than ever concurrent with the standardization/adaption debate, marketers have recognized the importance of branding and brand names in marketing; a brand name can be a valuable asset to the firm, it differentiates the firm, signifies the main source of ownership, communciates consistent quality, helps consumers make rapid purchase decisions, and acts as a symbolic device for consumer`s self-perceptions Dawar and Parkers`s findings show that consumers rely more heavily on brand-name signals than on price or physical appearance in judging product quality Zaltman and Wallendorf suggest that the brand may account for more than 40% of a product`s success or failure branding has received increased attention over the past decade as firms seek to establish brand names that will drive corporate growth Theoretical Background and Hypothesis - proposed framework for explaining brand-name standardization/adaption is based on the structure-conduct-performance (SCP) paradigm in the economics literature - Caves and Scherer argue that the performance of markets depends on the conduct or behavior of firms pertaining to matters such as product and pricing strategy the SCP model proposes a relationship involving a causal flow from market structure to conduct to performance Laczniak use the SCP mode to explain how market structure influences firm`s marketing strategies: their findings show that market structure affects firm`s nonprice strategies mediated by the competitive rivalry of the market BUT, their findings indicate no significant effect of nonprice strategy on business performance - Porter augments the SCP model by adding an international component he argues that firm`s conduct is also influenced by factor conditions such as the level of education, technology, and the economy of a country
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This note was uploaded on 11/11/2011 for the course ECON 202 taught by Professor Sneijder during the Fall '10 term at Erusmus University Rotterdam .

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International Brand - International Brand-Name...

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