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    E87eamodule V Cross-Cultural

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    Monisha Malhotra
    Amity Business School similarities in consumer needs and values worldwide. Limitation of a backlash to the Americanization of consumption value. A global brand strategy that is not based upon a single domestic perspective.

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    E87eamodule V Cross-Cultural

    Uploaded by

    Monisha Malhotra
    13 views6 pages
    Amity Business School similarities in consumer needs and values worldwide. Limitation of a backlash to the Americanization of consumption value. A global brand strategy that is not based upon a single domestic perspective.

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    e87eaModule v Cross-Cultural

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    Amity Business School similarities in consumer needs and values worldwide. Limitation of a backlash to the Americanization of consumption value. A global brand strategy that is not based upon a single domestic perspective.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    13 views6 pages

    E87eamodule V Cross-Cultural

    Uploaded by

    Monisha Malhotra
    Amity Business School similarities in consumer needs and values worldwide. Limitation of a backlash to the Americanization of consumption value. A global brand strategy that is not based upon a single domestic perspective.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 6

    Amity Business School

    Amity Business School

    Amity Business School

    Global Strategies
    Amity Business School

    ‡ Similarities in consumer needs and values worldwide. ‡ Common usage patterns. ‡ Standardized product. ‡ A global brand strategy that is not based upon a single domestic perspective. ‡ Use of consistent positioning & universal symbols & imagery. ‡ Substantial brand equity. ‡ Corporate name is used as the brand name.

    Limitations

    Amity Business School

    ‡ Development of a backlash to the Americanization of consumption value. ‡ Consumers frequently prefer local brands to imports in those product category, where domestic brand is having good position.

    Localized Strategy
    ‡ Blackberry ‡ Yahoo

    Amity Business School

    ‡ Macdonald selling Beer in Germany, Wine in France, Mango milkshakes in Hong kong, Mutton pie in Australia, & Mcspaghetti in the phillipines to compete with local noodle house. ‡ Domino¶s pizza

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