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Competing in a global context Ou (Branding brand (Equity (Valuable…
Competing in a global context
Globalisation
Corporate social Responsibility (CSR)
Ethical issues
Exporting consumerism/ increase cultural homogenisation
Differing standards of consumer protection
Targeting low-income consumer
Geographical segregation
Finance
Financial regulations
IFRS and IASB standards
Transparency
Accountability
Efficency
The foregin exchange rate
Deman/ Supply
Import/ Export
McBurger Index
The Euro
Goverment intervension
Competing
Competition and trade among countries
The theory of absolute comparative advantage
The diamond model (Porter,1990)
The theory of relative comparative advantage
The theory of absolute comparative advantage
Competition among business organisation
The five forces of competition (Porter, 1980)
Substitute goods or services
Potential entrants
Buyers
Suppliers
Direct industry competitors
Marketing
The global marketplace
Triggers for international expansion
Macro environment
Trading system
Socio-cultural
Technological
Political and legal
Micro environment
Market attractiveness
Size and growth rate
Competition
Cost of serving the markets
Profit potential
Access
Organisation capabilities
Skills
Resources
Product adaptation
Competitive advantage
Entering and operating
Modes of entry
Indirect exporting
Direct exporting
Joint ventures
Strategic alliances
Global stratregic partnerships
Licensing
Franchising
Contract manufacturing
Management contracting
Direct investment
Globalisation versus customisation
Branding
Identity
Kapferer's brand identity prism (2012)
Internalisation
Personality
Culture
Self-image
Externalisation
Physique
Relationship
Reflection
Reputation
Equity
Valuable assets
Power
Monetary value
Logos
Advertising
Design
Packaging and labelling
Architecture and naming
Brand name spectrum
Company as brand name
Strong company endorsement
Weak company endorsement
Individual brand name
English/ Glocalisation
Cultural cannibalism
Global players
Economic andfinancial flow
Balance of payment
Foregin direct investment
