全球本地化:国际营销之谜

全球本地化是国际营销成功之道.这是一种思维全球化,行动地方化的战略.实施全球本地化,必须处理好全球标准化与地方适应性之间的关系,经由全球标准化达到节约成本和规模经济性,而经由地方适应性达到进入当地市场和融合当地文化.     

浅析国际品牌广告在中国的本土化运作

地区之间化的差异，使不同地区的消费对同一广告产生不同的理解。因此，重视地区化间的差异，因地制宜地开展广告活动是许多国际品牌本土化的广告战略。国际品牌在中国本土化过程中。依照中国消费特有的思维方式和化特点，创造性地运用了中国化中的表现元素，有效地传达了产品信息。树立了品牌形象。     

经济全球化背景下企业市场营销的国际化与本土化

市场营销的国际化与市场营销的本土化问题,在经济全球化趋势日益明显的今天已成为企业关注的焦点之一。其关键在于理顺市场营销国际化战略与国际化营销的本土化之间的关系,认识各自的重要意义,采取相应的对策与措施。     

Total Global Strategy: A Review Article

After ten years of case research and experience, George Yip in Total Global Strategy, has written a no-nonsense practitioner's guide to decision-taking in a borderless market. He deals with criteria of choice of suitable product, location, marketing and global organisation. He shows how to add up costs and benefits and how to carry out a global strategic analysis. The book passes with merit most of seven tests one can apply to it. Doubts remain about whether the case examples prove anything and about the rather cursory treatment of competition. The book's hidden message is that the title is a misnomer: global strategy is never total.     

Global capital flows and development: A Survey

Abstract

From a development perspective, capital flows can both provide significant benefits and entail significant costs. Consequently, the development impacts of capital flows do not readily lend themselves to simple generalizations. This survey considers the development benefits and costs of four kinds of capital flows: foreign direct investment, equity portfolio investment, bond finance, and commercial bank lending. The survey suggests that the development impacts of these flows are conditional on both their specific characteristics and the larger policy environments in which they take place. It claims short-term superiority for foreign direct investment and equity portfolio investment over bond finance and commercial bank lending, and offers a set of policy recommendations to make capital flows more development-friendly.     

A Global MBA for Tomorrow's Global Business Leaders

Abstract

Traditional IB programs have received mixed reviews from the corporate world. With this in mind, the Suffolk GMBA was benchmarked against the leading international business programs. The Suffolk GMBA was designed to be different and to ascertain the global environment in which business operates. A unique feature of the GMBA curriculum detailed in this article is the combination of Boston's international business locational advantage with functional integration of the many disciplines that make international business unique. Borrowing components from the fields of economics, government and politics, finance, marketing, ethics, and law, a curriculum matrix was developed identifying and sequencing the key topics to be taught. The authors also explain potential pitfalls and outline a model which can be successfully implemented in other graduate international business programs. This program is shaping the thoughts and actions of tomorrow's global business leaders through its integrative decision-making framework of global perspectives and competencies.     

A Citation Analysis of Business Ethics Research: A Global Perspective

The paper documents the post-war retrenchment and failure of the post-war British Consumer Co-operative Movement. In contrast to the general failure one CEO, Terry Thomas stands out both for his success in co-operative rebranding and returning to profitability the UK Co-operative Bank and because he alone amongst the top echelons of the Co-operative Groups Management based his strategies on a clearly articulated philosophy based on his understanding of the values and purpose of the co-operative movement rooted in its historical traditions grounded in the writings and achievements of Robert Owen, The paper goes on to provide a case study of the bank’s process of transformation from loss-making subsidiary to the first positive co-operative national brand in the post-war period of its history. The author argues that lack of appropriate vision based on the founding values and purposes of the Co-operative Movement is the principal reason for the management’s and governance failures that have beset the UK Co-operative Group. Instead of using the past to help in understanding the present and planning for the future, the UK Co-operative Group Leadership ignored it or worse used the past successes to congratulate itself and disguise its manifest failures. In this, they were supported by an uncritical Co-operative Union (later renamed Co-operatives UK). Davis argues large co-operatives cannot be managed by a civil service responsible to an elected board. Co-operatives need a servant-leadership model of professional management dedicated to the transformational goals set by the founders of the co-operative movement. This needs a radical rethink and promotion of co-operative management education and a dedicated executive recruitment that seeks out value-based professionals whose attitudes and values are compatible with Co-operative values, ownership and purpose.     

Weaving A Global Network

in recent years, private enterprises have increasingly become a major economic force in China. As such businesses grow, the revenue from the international business that they conduct grows accordingly. China＇s private enterprises are going global. Due to the world＇s economic globalizatlon and China＇s entry into the WTO, both domestic and international competition has come to be more intensified, which to some extent has provided a favorable environment for the international business operations of China＇s private enterprises. A document entitled Opinions of the State Council on Encouraging, Supporting and Guiding the Development of the Non-Public Ownership Economy, Including Individual Ownership and Private Investment, issued in February 2005, explicitly supports the exploration of foreign markets by private enterpris- es. It is the definitive guide for private business in China, and thus has been a driving force behind private enterprises to start international business.     

Global cities: A multi-disciplinary review and research agenda

Multinational enterprise (MNE) location decisions are central to international business (IB) scholarship and research shows that global cities are key MNE investment locations. Despite growing awareness of their importance to MNEs, most literature on global cities resides outside the IB domain. To provide IB scholars with a foundation to advance global city research, we conduct a multi-disciplinary review of top journal articles organized into three themes: the nature of global cities, MNE strategic decisions in global cities, and outcomes of MNE investment in global cities. We use this framework to synthesize findings, discuss theoretical implications, and provide future research directions.     

China: A New Territory for the Global 500

TheChineseeconomyisdevelopingrapidlyandmultinationalshaveentereditoneaftertheother:Beijing,150ofthe500globalgiantsareestablishedinthecity;PodonginShanghai,98ofthe500globalgiantShaveinvestedon181projects,withtotalinvestmentofUS$8.06billion;-InthelastfewyearsmanymultinationalshavemovedtheirregionalheadquarterstobigcitiesinChina,with80inBeijing,severaldozeninShanghai,andsomeinGuangzhouandWuhan.StatisticsfromtheMinistryofForeignTradeandEconomicCooperation(Moftec)showthatChinahasaccumulative…     

David Fritzsche: Business Ethics: A Global and Managerial Perspective

Teaching Business Ethics -     

Global Marketing:

With the increased advances in technology of communication and transportation, the world is becoming an ever smaller market for companies to tap. This article examines the three interrelated global marketing strategies namely multidomestic, sub-global, and monolith. It is pointed out that in their organization progress in world markets, companies show distinct characteristics. The stages followed as well as the policies and strategies utilized by global companies are expolored conceptually and diagnostically.     

Achieving and Managing Global Brand Equity: A Critical Analysis

ABSTRACT

According to some experts, brand equity is a company's most important asset. In this article, the authors first study the durability of brand equity in the long run. Then they examine the maintenance of that brand equity. The study analyzes the relative position of the top 50 most important global brands. Rank correlations indicate that, in the short run, the top 50 brands maintain strong equity levels, but in the longer run, this equity dissipates. In order to empower global brands in the long run, the authors put together a general global brand strategy model that would achieve and maintain brand equity. The model has three important components: strategic action, generating brand power, and achieving sustained brand equity. Such a model could balance the success in achieving brand equity globally both in the short and long run.     

Assessing the Benefits of Trade Facilitation: A Global Perspective

This paper estimates the relationship between trade facilitation and trade flows using a panel of disaggregated manufactured goods for the 2000–2001 period for 75 countries. Four categories of trade facilitation are defined, measured and assessed for their impact on bilateral trade flows using a gravity model. The four measures of trade facilitation are: port infrastructure (air and maritime), customs environment, regulatory environments and e‐business infrastructure. The results suggest that raising global capacity halfway to the world average in the four areas would increase trade by $377 billion. Most regions of the world increase exports more than imports. In large part, this result stems from increased exports to OECD markets that is obtained through a country's own effort to improve ports, customs, regulations and services infrastructures. In addition, the results suggest that reform and capacity building in trade facilitation in areas related to GATT Articles V, VIII and X that are under discussion at the World Trade Organisation could expand trade and exports significantly. Many of the reform measures necessary to achieve this goal need not necessarily require large‐scale investment projects, but rather action in legal and administrative reform to facilitate trade.     

Country-of-Origin Effects and Global Brand Trust: A First Look

ABSTRACT

This article reports the results of a global survey that explored the relationship between country of origin and brand trust in 22 product categories. The product categories of interest ranged from high involvement, durable goods (refrigerators, washing machines) to low involvement, fast moving consumer goods (chocolate bars, yogurt, disposable batteries). Respondents included consumers from the United States, Nepal, India, Poland, the Czech Republic, and Bulgaria. Country-of-origin effects yielded the research's most interesting finding: Global brands might have a regional, or meso level, component which brand trust has uncovered for the first time.