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Competing in a global context (ethical issues (consumer protection…
Competing in a global context
branding
local
different marketing strategy
meet local needs
adapt pricing
relationship with customers
reduced risk
international
similar marketing strategy
global
same marketing strategy
economies of scale
innovation
image
ripple effect
preception
higher quality
global identity
`CSR
communities
tribalism
co-creation
tribal clover
Cova and Cova 2001
loyalty
identity
Kapferer's prism 2012
concise
sharp
interesting
defined by business
reputation
perception by consumers
equity
recognition
spontaneous recall
buyer's consideration set
accounting goodwill
content
not product
common interest
engage customer
role
future income
premium pricing
deter new entrants
help enty
bargaining power
licensing
communication device
helps identification
loyalty
cues to information
helps decision-making
confidence
reduce risk
brand association
emotional rewards
naming
types
non-meaningful
arbitrary
coined
Juliet principle
meaningful
descriptive
suggestive
Joyce principle
easier to remember
generic
can't be trademarked
allows growth
beneficial inferences
international expansion
triggers
low domestic growth
small domestic market
saturated domestic market
customer drivers
competitive forces
cost
portfolio balance
considerations
macro
trade
tariffs
quotas
trade agreements
economic
economic development
infrastructure
income distribution
employment level and labour costs
forex rates and stability
level of taxation
political and legal
labour laws
environmental laws
IP protection
technological development
socio-cultural differences
micro
market
size
growth
competition
cost of serving market
profit potential
access
skills
resources
competitive advantage
product adaptation
convergence vs divergence
modes of entry
indirect exporting
reduce investment
reduce risk
direct exporting
export
transport
documentation
contracts
marketing mix
intermedieries
easier
harder to terminate
joint ventures
share
cost
risk
profit
strategic alliance
combine resources
increase competencies
global strategic partnership
marketing opportunity
share resources
combine ideas
automotive and technology
licensing
franchising
reduce risk
reduce investment
reduce control
management contracting
export management services
direct investment
high risk
high commitment
high control
ethical issues
consumer protection
differing standards
consumerism
cause of
depression
anxiety
addictions
cultural homogenisation
targeting the vulnerable
displacement of environmental costs
displacement of economical benefits
sustainable consumption
working conditions
CSR
accounting and taxation
IFRS standards
changing dietary habits
health concerns
race to the bottom
human rights
competition
comparative advantage
absolute
A. Smith 1776
relative
David Ricardo 1819
competitive advantage
Porter
diamond model 1990
factor conditions
demand conditions
structure of firms and rivalry
related industries
five forces model 1980
industry competition
buyers
suppliers
substitutes
new entrants
government influence
subsidies
taxes
regulation
education