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Competing in a global context , branding image , The diamond model -…
Competing in a global context
Globalisation
Divergence
Create a unique selling point (USP) adapted to local culture
Awareness of global culture
Adaptation
Different practices and values
Going against 'norms'
Cross vergence
Glocalisation
Convergence and divergence combined
Global ideas
Linking global markets
Local ideas
Ethical
Variations in country incomes
Convergence
Crossover of ideas
Improve on ideas with innovation
Similar processes by organisations globally
Micro enviroment
Macro enviroment
Branding
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Kapferers brand identity prism
Culture
Relationship
Personality
Reflection
Physique
Self image
Market attractiveness
Competition
Profit potential
Market access
Market size & growth rate
Organisations capabilities?
Skills
Resources
Competitive advantage?
Product adaptation
Organisational context
External
Outside influences
Political regulations
Physical resources
Culture norms
Internal
Inside influences
Internal stakeholders
Governance structures
STEEPLE
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Economic
Technological
social
Legal
Political
Enviromental
Finance
Exchange rate
Tax
Economy
Stability
Growth
Innovation
Branding
Image
Is it distinctive?
Is it recognisable?
Equity
Reputation
Divergence/crossvergence/convergence?
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Packaging/Labeling
Appealing?
Sustainable?
Informative?
Global trade environment
Competition among countries
Competition among businesses
Diamond model