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Competing in a global context global context (Branding branding (Brand…
Competing in a global context
International Marketing
Triggers
Micro environment
Market growth
Competion
Cost
Profit potential
Market access
Skills
Resources
Convergence/
divergence
HRM
#
Product adaptation
Competitive advantage
Macro environment
#
Social-culture
Technological
Economic
Political and legal
Modes
of entry
Indirect exporting
Direct exporting
Joint ventures
Strategic alliances
Bullwhip effect
Licensing
Franchising
Management contracting
Management contracting
Direct investment
Contract manufactoring
Globalization v Customisation
Standardisation to adaptation
Premium segment
Middle-market segment
Low-end segment
Branding
Brand identity
Kapferer's brand idenity prism
#
Brand reputation
Brand equity
Brand content
Global trade
#
Porters five forces
Diamond model
foreign exchange rate
Impact of exchange rate
Overcoming exchange rate
Taxation
Social
Corporate tax
Property tax
Income tax
Models link to concepts
assessing the level