Organization to gear up for a successful world wide

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organization to gear up for a successful world-wide effort. Third simultaneous worldwide introduction solves the dilemma of having old models available in some markets while customers are aware of the existence of the new product. Finally, a worldwide launch can provide added publicity to benefit the marketer’s efforts. If a product is to be launched globally (as opposed to a country-by-country approach), several factors have to be ensured: first, the product development process should be changed to global with involvement of all those who are eventually part of the launch. The local business climate of every potential simultaneous launch site should be assessed to account for and adjust to differences. Adequate consideration should be given to localization and translation requirements before the launch. Internal education and motivation of the actual implementers in every market is critical. An essential, but often overlooked, fact of a product launch is that the launch is actually a beginning for a process rather than an end. This means that market acceptance of the new product has to be reinforced.
4. Argue for and against the use of the corporate name in global branding.
naturally in the halo effect provided from the image of the originator. When Nestle decides to eliminate the brand name Chambourcy (the third best-selling brand of yogurt) in France in exchange for the Nestle brand, it gambled that the corporate name provides benefits for the long term. 5. Which services would be expected to migrate globally in the next decade? Why?
Chapter 12

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