Dissertations / Theses on the topic 'Global marketing'
To see the other types of publications on this topic, follow the link: Global marketing.
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 dissertations / theses for your research on the topic 'Global marketing.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse dissertations / theses on a wide variety of disciplines and organise your bibliography correctly.
1
Vaccari, Lara Coelho. "Marketing glocal': marketing global com estratégias locais como vantagem competitiva de mercado." reponame:Repositório Institucional do FGV, 2008. http://hdl.handle.net/10438/3835.
Full textAbstract:
Made available in DSpace on 2009-11-18T19:01:07Z (GMT). No. of bitstreams: 1
ACF2A4.pdf: 565933 bytes, checksum: f7857790d92dfa4ca74f3aa215abaa2c (MD5)
Previous issue date: 2008The objective of this dissertation is to explore and deeply study the concepts about Glocal Marketing, explaining this recent phenomenon, highlighting the importance and the influence of local culture on the marketing mix of global organizations, in order to have successful commercialization of their products and services in different markets. Searching for a better understanding of Glocal Marketing became extremely important in the XXI Century, since there is an increase in the number of global companies which want to explore new markets in order to survive and remain in the highly competitive market. Concepts of Globalization, Marketing, Glocal Marketing, Culture are defined and explored. Also, the influence of culture on consumer behavior and on the marketing mix of global organizations is analyzed. The Hofstede¿s cultural typology is explained and it is used to give the reader an overview and a better understanding about the cultural influence in the acceptance of new products in new markets. The relationship between culture and marketing mix is discussed, as well as the importance of standardization versus customization of the marketing mix among countries with high cultural differences. The methodology is composed by descriptive research and a case study about a global organization, the Coca-Cola Company. Therefore, this dissertation aims to show and exemplify how the Coca-Cola Company applies glocal strategies on its marketing mix as a way to establish a competitive advantage in the market.
O objetivo desta dissertação é explorar e aprofundar os conceitos e estudos sobre ¿Marketing Glocal¿, explicando este recente fenômeno, destacando a importância e influência da cultura local no composto mercadológico de empresas globais, a fim de que elas possam ter sucesso na comercialização de seus produtos e serviços em diferentes mercados. Buscar um maior conhecimento sobre o ¿Marketing Glocal¿ torna-se extremamente importante no século XXI; visto que, há um crescimento do número de empresas globais com exploração de novos mercados como forma de sobrevivência e permanência no mercado altamente competitivo. Conceitos de Globalização, Marketing, Marketing Glocal, e Cultura são definidos e explorados. A influência da cultura no comportamento do consumidor, e no composto mercadológico de empresas globais é analisada. A tipologia cultural de Hofstede é explicada e utilizada para dar uma visão geral e uma compreensão sobre a influência de cultura na aceitação de novos produtos em novos mercados. A relação entre cultura e composto mercadológico é discutida, bem como a importância da padronização versus adaptação do composto mercadológico em países com grandes diferenças culturais. A metodologia utilizada é composta de pesquisa descritiva e estudo de caso de uma empresa global, a Coca-Cola Company. Desta forma, esta dissertação visa mostrar e exemplificar como a Coca-Cola aplica estratégias glocais em seu composto mercadológico para criar vantagem competitiva de mercado.
2
Rubinsson, Sebastian. "Global marketing through collaboration of local marketing agencies : How can local marketing agencies work together for global clients?" Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-41110.
Full textAbstract:
Background: The world becomes more connected as technology advances and with the internet as a distribution channel more companies internationalises. However, there are still cultural differences around the world that marketers must take into consideration. The marketing industry faces difficult challenges in adaptation to international marketing, as collaboration between local marketing agencies could be a solution. Purpose: The purpose of the study is to contribute with understanding of how local marketing agencies can work together for global clients, and how these agencies can adapt local marketing for these clients. In order to understand how marketing agencies can work together, this study will contribute with understanding of this collaboration between local marketing agencies and how they can help each other grow their businesses. Method: This study uses a qualitative method with unstructured interviews of five people operational within a network of local marketing agencies. Theory: The theoretical framework for this study consists of theories in international marketing, collaboration and learning. Results and conclusions: By collaborating in a network, local marketing agencies get access to international markets and can support global clients. By having multiple local agencies working together for global clients, these agencies all provide local knowledge and create local communication. The collaboration in a network is most effective if the competition is eliminated, which can be done through shared ownership and personal connection within the network.
3
Conocimiento, Dirección de Gestión del. "Journal of Global Fashion Marketing." Taylor & Francis Group, 2004. http://hdl.handle.net/10757/655336.
Full text
4
夏吳佩淑 and Ng Pui-suk Ophelia Ha. "Global marketing strategies applicability within Asia." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1985. http://hub.hku.hk/bib/B31263185.
Full text
5
Ha, Ng Pui-suk Ophelia. "Global marketing strategies applicability within Asia /." [Hong Kong : University of Hong Kong], 1985. http://sunzi.lib.hku.hk/hkuto/record.jsp?B12349719.
Full text
6
Bechtle, Scott Edward. "Crimson Eagle Global Enterprise." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2340.
Full textAbstract:
This project for Crimson Eagle Global Enterprise is the initial step in developing a strategic business plan. The traditional business plan contains many sections (business description, marketing, competition, operating procedures, personnel, business insurance, and finacial data). Using a different style, this project simply highlights those sections, rather than going into detail.
7
Morsy, Nermin. "Internal marketing : a HRM-marketing nexus - the case of a global travel company." Thesis, University of Strathclyde, 2011. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=17061.
Full textAbstract:
There is widely acknowledged interest and recognition of the importance of internal marketing as a management approach that provides a systematic framework for managing employees towards a market orientation by aligning external marketing objectives with the internal capabilities of the organization. It is reasonable to expect that the concept has a clear meaning and a related body of empirical findings. However, marketing scholars have not agreed upon a single, common definition of internal marketing. The extant literature on internal marketing contains a variety of interpretations in relation to the domain of internal marketing, its aims and its focus. Therefore, much of the knowledge available is mainly derived from normative work as the proportion of empirical studies remains limited. Internal marketing practice remains limited, probably because of the lack of a proper underlying philosophy as well as the mixed evidence relating to implementation. This study proposes a conceptual framework which seeks to define the domain of the internal marketing concept, together with its’ antecedents and consequences. The subject of internal marketing is investigated within the context of tourism as a unique service industry in which there is a high level; of contact between customers and employees and where internal programmes aimed at employees have value to complement external programmes targeted at customers. A qualitative case study of one of the leading travel firms in UK from an employment perspective is used to shed light on the unique culture that underlies internal marketing practices, how internal marketing is practiced in reality, the way in which it affects both internal and external aspects of the organisation The findings highlight the importance of organisational culture and the manner in which culture underpins effective internal marketing within a business context. Internal marketing practices are shown to be vital in building and sustaining a people- and service-orientated culture throughout the organisation. The organisational managerial approach appears to have considerable consequences for an internal marketing programme as well as for the employees’ performance which, in turn, will affect customer satisfaction.
8
Willer, Ragnar Karl. "Dispelling the myth of a global consumer." Doctoral thesis, Humboldt-Universität zu Berlin, Philosophische Fakultät III, 2006. http://dx.doi.org/10.18452/15540.
Full textAbstract:
Welche Bedeutung hat Kultur für das Konsumverhalten? Die hier vorgelegte Auseinandersetzung mit dieser Frage im Kontext der Mischkultur Indonesiens zeichnet sich aus, dass sie über die Binnenräume der jeweiligen Wissenschaftsfächer, wie der Südostasienkunde und der Betriebswirtschaftslehre, weit hinausragt und für die Beantwortung der Fragestellung ein neu entwickeltes analytisches Diagramm zur strukturierten Analyse kultureller Einflüsse auf das Konsumverhalten aufweist, das die Möglichkeit, Märkte interkulturell zu erschließen, eröffnet. Die Untersuchung der den indonesischen Konsumenten beeinflussenden Kulturelemente ist ein Indizienbeweis gegen die so häufig postulierte Vorstellung eines global, homogen denkenden und universalistisch handelnden Konsumenten, die mit der Fallstudie eines für das Nischensegment der verschleierten Musliminnen in Indonesien geschaffenen Shampoos eines Weltkonzerns abschließt.What impact does culture have on consumer behavior? The discussion of the above question in the multicultural context (Mischkultur) of Indonesia is characterized by the fact that it goes far beyond the limits of the respective scientific fields like Southeast Asian studies or business studies. It provides a new analytical diagram for structural analysis of cultural influences on consumer behavior which offers the possibility to develop new markets in an intercultural manner. Investigation of cultural factors influencing Indonesian consumers has indicated that the often postulated globally homogenous thinking and universally acting consumer is merely a myth. This investigation concludes with a case-study dealing with a shampoo developed by a multinational for the niche segment, Indonesian veiled Muslim women.
9
Cimendag, Ismail, and Erkan Yalcin. "Global marketing advertising with cultural differences : How can global companies better address cultural differences in marketing advertising in the Middle East?" Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18459.
Full textAbstract:
The authors realized the importance of being flexible in cultural values in the current environment of today’s economy. This environment is called ‘globalization’ that has become an interesting topic in the academic world. Beyond the different challenges, the most important challenge regarding to the thesis topic is the cultural challenge. The authors have combined these elements and wanted to investigate how these factors influence marketing advertising in the Middle East. Hence, the purpose of this thesis is to reach an understanding about how cultural differences in global marketing advertising can be handled by global companies in the Middle East. The findings of the thesis reflect upon the question of "how global companies can better address cultural differences in marketing advertising in the Middle East" by first understanding and respecting the culture and religion of the region, following the regulations and guidelines for advertising in every specific country, cooperating with local agencies and adapting the marketing advertising strategy with a glocal ‘think global, act local’ approach.
10
Pinares, A. María José, and C. Paula Walker. "Iniciativa global mujer y empresa." Tesis, Universidad de Chile, 2017. http://repositorio.uchile.cl/handle/2250/147886.
Full textAbstract:
TESIS PARA OPTAR AL GRADO DE MAGÍSTER EN MARKETINGMaría José Pinares A. [Parte I], Paula Walker C. [Parte II]
En un momento en que las confianzas en el país se han ido deteriorando tanto en lo político como en lo empresarial, las empresas deben buscar nuevas formas de impactar positivamente no sólo en sus retornos económicos, sino también en su reputación y en la comunidad. Según lo planteado por Michael Porter sobre la Creación de Valor Compartido (2011), las empresas tienen la oportunidad de redefinir su rol en la actualidad y generar beneficios tanto para sus negocios, como para sus entornos: “La competitividad de una empresa y la salud de las comunidades donde opera están fuertemente entrelazadas… El principio del valor compartido involucra crear valor económico de una manera que también cree valor para la sociedad al abordar sus necesidades y desafíos”, es el corazón de lo que plantean Porter y Kramer. Este trabajo desarrolla un plan de marketing social no para un producto convencional, sino para una idea: La Iniciativa Global Mujer y Empresa (M y E), liderada por ONU Mujeres en Chile. La Iniciativa estará integrada por organismos públicos y privados y tendrá como fin que más empresas chilenas se comprometan a integrar a más mujeres en espacios de poder al interior de las organizaciones, en su cadena de valor y en los procesos internos y externos de las empresas. A nivel mundial, las cifras indican una baja participación de mujeres en el mundo laboral, lo cual decae dramáticamente cuando nos referimos a cargos directivos, gerencias y plana ejecutiva de las empresas. En Chile, de las 40 empresas principales que transan en la bolsa (IPSA) con un total de 322 puestos directivos, sólo un 6% son ocupados por mujeres (22 personas). En el caso de las empresas públicas pertenecientes al SEP, un 40% son directoras, porque existe una norma dictada por el gobierno que así lo determina. Estudios internacionales están demostrando los resultados positivos que tiene la mayor inclusión de mujeres en el mundo laboral. La OCDE estima que, en promedio, en todos sus países miembros, una reducción del 50% en la brecha de género en la participación laboral aumentaría el Producto Interno Bruto (PIB) en un 6% adicional antes de 2030, con otro 6% de aumento si las diferencias se eliminaran por completo. Otros estudios, indican que la inclusión de mujeres en altos puestos directivos y gerenciales, permite tener mayores retornos económicos y elevar sus ventajas competitivas al obtener una mirada diversa sobre los problemas y las soluciones. Otros, señalan el incremento en ingresos para las empresas donde participan más mujeres en los equipos directivos, además del impacto positivo que tiene una mayor presencia femenina en el clima organizacional y en las relaciones con la comunidad. En este tema, un gerente de RR.HH. de una multinacional de telefonía enfatiza: “estoy convencido por mi experiencia de más de 20 años como líder de equipos en diferentes industrias, que los grupos de trabajo más integrados y que logran mejores resultados, son aquellos que equilibran adecuadamente el género entre mujeres y hombres”. En 2014, en New York, Naciones Unidas y Global Compact lanzaron una iniciativa para promover la participación de las mujeres en las empresas, conocida como los 7 principios WEPs por sus siglas en inglés (Women's Empowerment Principles) para el Empoderamiento de las Mujeres, “La Igualdad es un Buen Negocio”. Estos principios son la base sobre la cual trabajaremos la Iniciativa Global Mujer y Empresa para Chile. 1.- Un equipo directivo en la Empresa que promueve la Igualdad de Género 2.- Al interior de la empresa u organización, tener igualdad de Oportunidades, Inclusión y No Discriminación 3.- Salud, Seguridad y Prevención de Violencia 4.- Educación y Capacitación 5.- Desarrollo de Empresa, Cadena de Suministro y Prácticas de Marketing 6.- Liderazgo y Compromiso con la Comunidad 7.- Transparencia, Medición y Reporte Desde la presentación de los WEP´s a nivel internacional (2010), se han sumado más de 900 empresas1. En Chile, ya han firmado CAP S.A, Enel, Laboratorio Bagó de Chile, Sodexo Chile, Unilever Global, Schneider Electric Chile S.A., y BancoEstado. Respecto a los principios, Roberto Méndez, experto en opinión pública, comenta: “las empresas tienen temor de no cambiar a tiempo, y no saben bien cual es el primer paso. Estos / Principios, pueden ser un buen primer paso”. Como una fortaleza de esta iniciativa destaca que ONU Mujeres cuenta con una herramienta de Análisis de Brechas de los Principios para el Empoderamiento de la Mujer (Herramienta Empresarial de Género WEP)2 que ayuda a las empresas a identificar fortalezas, debilidades y oportunidades para mejorar su desempeño en igualdad de género, la cual ha sido diseñada gracias al trabajo de 170 empresas de todo el mundo que han participado en el proceso. Para crear el Plan de Marketing de esta iniciativa, generamos información primaria a través de entrevistas a expertos nacionales y a mujeres y hombres que ocupan altos cargos en empresas públicas y privadas (Ver Anexo 5). Aunque los gerentes y gerentas nos pidieron mantener el anonimato para contestar nuestras preguntas, sus puntos de vistas y experiencias nos ayudaron a entender la profundidad del sesgo cultural que está a la base de la ausencia de una promoción activa de mayor diversidad al interior de las empresas. Sus experiencias nos han ayudado a reconocer las fortalezas y precisar las estrategias que propondremos para conseguir el objetivo de que más empresas se sumen a la Iniciativa Global Mujer y Empresa (M y E). Concretamente la oferta de esta Iniciativa consiste en entregar a las empresas servicios diferenciadores que las transformarán en compañías con estándares de alto nivel en el ámbito de la sostenibilidad. Nuestros clientes serán organizaciones públicas y privadas, medianas y grandes, que realizan reportes de sustentabilidad, que tienen y no mujeres en cargos directivos y que cuentan con políticas antidiscriminación. Los servicios que ofrecemos son: estudios, certificación internacional, mentorías, pasantías, asesorías expertas, eventos y una herramienta de autoevaluación. Todo esto con el respaldo internacional de ONU Mujeres y el Pacto Global.
11
Conocimiento, Dirección de Gestión del. "Guía de acceso para Journal of Global Fashion Marketing." Taylor & Francis Group, 2021. http://hdl.handle.net/10757/655336.
Full text
12
Marques, Fernando Pinto. "Marketing global : uma reflexão aplicada as multinacionais em Portugal." Master's thesis, Instituto Superior de Economia e Gestão, 1993. http://hdl.handle.net/10400.5/12346.
Full text
13
Akrout, Houcine. "Approches théorique et empirique du marketing global : problématique du marketing dans une optique de globalisation." Paris 1, 1997. http://www.theses.fr/1997PA010151.
Full text
14
Man, William Yan Wey. "Mass customization: o novo paradigma da era de marketing global." reponame:Repositório Institucional do FGV, 2000. http://hdl.handle.net/10438/5122.
Full textAbstract:
Made available in DSpace on 2010-04-20T20:15:36Z (GMT). No. of bitstreams: 0
Previous issue date: 2000-02-17T00:00:00ZEstuda Mass Customization como uma ferramenta importante para as empresas implementarem o Marketing de Relacionamento. Investiga as estratégias de Marketing de algumas empresas da indústria automobilística no mercado brasileiro para verificar a aplicabilidade da customização em massa e quais os fatores limitadores
15
Bohomolenko, A. V. "Artificial intelligence in the world of marketing." Thesis, Київський національний університет технологій та дизайну, 2018. https://er.knutd.edu.ua/handle/123456789/11397.
Full text
16
Pacagnan, Mario Nei. "Marketing global: um estudo exploratório das atividades de marketing nas empresas exportadoras do Norte do Paraná." Universidade de São Paulo, 2006. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-06122006-163458/.
Full textAbstract:
Atualmente, no cenário competitivo global, a maioria das nações tem procurado estimular suas empresas a empreenderem atividades de internacionalização de seus negócios como medida importante para a atração de divisas. Obviamente, esta não é uma tarefa das mais fáceis e gera um desgaste elevado tanto aos gestores quanto à própria estrutura organizacional, quando há que se decidir em manter-se atendendo somente ao mercado interno ou abrir novos negócios no exterior. Para ser competitivo no mercado internacional há um elenco de aspectos a serem considerados, especialmente no que diz respeito ao uso intensivo do conhecimento de marketing por meio de suas atividades essenciais, tais como: organização de marketing, segmentação e posicionamento de mercado, sistema de informações de marketing e planejamento de marketing. Desta forma, o presente estudo tem como foco essencial avaliar o grau de utilização das atividades de marketing descritas anteriormente junto ao processo de internacionalização das empresas do norte do estado Paraná por meio da exportação de seus produtos. O estudo também levanta informações importantes sobre elementos que têm se constituído em barreiras ao processo de expansão das atividades de internacionalização, bem como demais particularidades inerentes à decisão de ir para o exterior. O estudo conta com um levantamento na forma de revisão da literatura que aborda os seguintes temas: contexto exportador do Brasil e do estado do Paraná, conceito de internacionalização, marketing global, decisões estratégicas em marketing global, competitividade, estratégias competitivas e colaborativas e o conceito e as implicações das atividades de marketing no contexto global. Para complementar o estudo, conduziu-se uma pesquisa de campo com o objetivo de verificação dos objetivos discutidos. Quanto à metodologia, a pesquisa de campo se classificou como quantitativa e exploratória, sendo a amostragem sistemática com base no cadastro de empresas exportadoras da FIEP (Federação das Indústrias do Estado do Paraná). Os dados coletados foram tratados por meio de testes estatísticos paramétricos (Anova) e não-paramétricos (Qui-quadrado), bem como técnicas multivariadas, como a análise fatorial e demais análises descritivas. Embora a pesquisa tenha sido conduzida na região norte do estado do Paraná, foram revelados dados importantes com respeito ao desenvolvimento das atividades exportadoras, se observada a utilização das atividades de marketing neste sentido. Cabe destacar ainda que generalizações a outros estados e setores podem apresentar certas restrições, porém certamente haverá enriquecimento em torno da análise propiciada pelas informações levantadas, sobretudo diante da dinâmica competitiva das empresas que atuam no mercado global e demandam ferramentas eficazes para obtenção de sucesso. Como contribuição final, o pesquisador apresenta um modelo na forma de roteiro de decisões que em muito poderá contribuir para as empresas que pensam se devem ou não ingressar no mercado internacional.Now, in the global competitive scenery, most of the nations have been trying to stimulate its companies they undertake it activities of internationalization of its business as important measure for the attraction of exchange value. Obviously, this is not a task of the easiest and it generates a high waste so much to the managers with relationship to the own structure organizational, when there is to decide in to stay only assisting to the internal market or to open new business in the exterior. To be competitive in the international market they don't have enough only attractive costs. There is a cast of aspects they be she considered, especially in what it says respect to the intensive use of the marketing knowledge by means of its essential activities, such as: marketing organization, segmentation and market positioning, system of marketing information and marketing planning. This way, the present study has as essential focus to evaluate the degree of use of the marketing activities described the process of internationalization of the companies of the north of the state previously close to Paraná by means of the export of its products. The study also lifts important information on elements that they have constituted in barriers to the process of expansion of the internationalization activities, as well as other inherent particularities to the decision of going for the exterior. The study bill with a rising in the form of revision of the literature that approaches the following themes: context exporter from Brazil and of the state of Paraná, internationalization concept, global marketing, strategic decisions in global marketing, competitiveness, competitive and associative strategies and the concept and the implications of the marketing activities in the global context. To complement the study, it behaved a field research with the objective of verification of the discussed objectives. With relationship to the methodology, the field research was classified as quantitative and exploratory, being the systematic sampling with base in the companies exporters' of FIEP cadastres (Federation of the Industries of the State of Paraná). The collected data were treated by means of parametric statistical tests (ANOVA) and no-parametric (Chi-square), as well as technical multivariate, as the factorial analysis and other descriptive analyses. Although the research has been driven in the north area of the state of Paraná, important data were revealed with regard to the activities exporters' development, if observed the use of the marketing activities in this sense. It fits to highlight although generalizations the other states and sections can present certain restrictions, even so certainly it will have won around the analysis propitiated by the lifted up information, above all before the competitive dynamics of the companies that you/they act in the global market and they demand effective tools for success obtaining. As final contribution, the researcher presents a model in the form of route of decisions that in a lot it can contribute to the companies that think he/she/it owes or not to enter in the international market.
17
Camargo, Maria Adriana de Andrade. "As estratégias de marketing global adotadas nos processos de internacionalização de franquias brasileiras." Associação Escola Superior de Propaganda e Marketing, 2012. http://tede2.espm.br/handle/tede/47.
Full textAbstract:
Made available in DSpace on 2016-10-13T14:10:05Z (GMT). No. of bitstreams: 1
Maria Adriana de Andrade Camargo.pdf: 6131723 bytes, checksum: 2633220f645cbcf8f96a5c7bb5d22e78 (MD5)
Previous issue date: 2012-03-28This study proposes an analysis of the process of internationalization of Brazilian franchises. The discussion is bounded by the influence of global marketing strategies adopted by franchises in their processes of surveyed internationalization. The goal is to identify the strategies used by the marketing departments of franchises and interprets their influence in their internationalization process. In addition, they intend to verify what were the decisions made by marketing managers and global marketing strategies (GMS) and the results obtained after the internationalization process. The theoretical frame of reference is based on studies on internationalization of enterprises internationalization of franchises and global marketing. By means of a survey of the field, using the multiple case study method, developed empirical part of work analyzing three Brazilian franchises that experienced the process of internationalization. It was realized as a result that the Brazilian franchises are on the way to the standardization of your marketing mix, but are still far from direct their business actions for the last four GMS dimensions: concentration and coordination of marketing activities,integration of competitive movements and participation in the global market. The studybreaks new ground by using GMS in the analysis and interpretation of the process ofinternationalization of Brazilian franchises, and by using the software IT Atlas as a tool for content analysis in the preparation of cases.
Este estudo propõe uma análise do processo de internacionalização das franquias brasileiras. A discussão está delimitada pela influência das estratégias de marketing global, adotadas pelas franquias pesquisadas, em seus processos de internacionalização. O objetivo é identificar as estratégias utilizadas pelos departamentos de marketing das franquias e interpretar sua influência em seus processos de internacionalização. Além disso, pretendem-se verificar quais foram as decisões tomadas pelos gestores de marketing quanto às estratégias de marketing global (GMS) e sua influência após o processo de internacionalização. O referencial teórico está baseado em estudos sobre internacionalização de empresas, internacionalização de franquias e marketing global. Por meio de uma pesquisa de campo, utilizando o método estudo de caso múltiplo, desenvolveu-se a parte empírica do trabalho, analisando-se três franquias brasileiras que vivenciaram o processo de internacionalização. Percebeu-se como resultado que as franquias brasileiras estão no caminho para a padronização de seu marketing mix, mas ainda estão distante de direcionar suas ações corporativas para as quatro últimas dimensões do GMS: concentração e coordenação das atividades de marketing, integração dos movimentos competitivos e participação no mercado global. O estudo inova por utilizar o GMS na análise e interpretação do processo de internacionalização de franquias brasileiras, e por utilizar o software Atlas TI como ferramenta para análise de conteúdo na elaboração dos casos.
18
Morsi, Atef Habashi. "Saudi Market Strategies for Transforming Local Brands into Global Brands." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4872.
Full textAbstract:
Market-driven changes have led managers in Middle Eastern countries to globalize their local consumer brands to enhance and diversify their business opportunities. The purpose of this multiple case study was to explore strategies used to globalize local brands to global brands. The criteria for participation included 15 executive directors and division heads from 3 companies in the consumer goods industry in Saudi Arabia used to globalize their brands. Data collection included semistructured face-to-face interviews with executive leaders, because each person possessed specialized knowledge of successful brand globalization strategies in the consumer goods industry. The interviewees also provided pertinent internal documents that traced the decision-making processes of their companies. The conceptual framework for this study was the Uppsala internationalization model, modified by organizational learning theory. The data were coded key words, phrases, and concepts identified through analysis software and organized into themes. Themes were interpreted by applying a case-study discussion format and comparing findings to published peer-reviewed research. The analyses revealed 5 major themes: focus on long-range strategic objectives, be flexible to adapt to market and environmental changes, satisfy consumer needs while expanding brand acceptance, standardize marketing of product attributes, and maintain quality assurances. The findings from this study could lead to social change by providing business leaders with information they need to become positive global citizens contributing to society through the generation of revenues, employment, and products for the betterment and benefit of society.
19
HUO, Yue. "Susceptibility to global consumer culture : scale development and purchase behaviour of Shanghai consumers." Digital Commons @ Lingnan University, 2008. https://commons.ln.edu.hk/mkt_etd/7.
Full textAbstract:
Global Consumer Culture (GCC) is a term emerged in early 1990s. It refers to generally accepted beliefs and consumer tendencies toward globally shared consumption-related symbols such as brands, product categories, and consumption activities and events. Although researchers sought insights in this area in the last decade, they mainly focused on the specific topic of Brand Positioning method under the context of GCC. Little efforts were made to examine what global consumers actually do and think when making their buying decision, and what the common characteristics global consumers share in the world. The existence and increasing influence of global consumers whose social and cultural differences are overshadowed by their similarities in terms of psychological consumer tendencies was demonstrated by previous research. In addition, there was an initial study to develop an individual customer psychology-based scale of Susceptibility to Global Consumer Culture (SGCC) in order to capture globally shared consumption sentiments. The study demonstrated that SGCC would consist of three major dimensions of SGCC, namely conformity to social norms, desire for social prestige, and quality perception.
This thesis suggests that SGCC contain three additional dimensions in the perspective of consumer traits and brand consumption, including consumer innovativeness, consumer ethnocentrism, and Internet technology readiness. It is consisted of two studies. In Study 1, a more comprehensive multiple dimensional scale to measure SGCC is developed and validated. In Study 2, the developed scale is used to predict the consumers’ purchase intentions toward global brand products. Theoretical contributions, managerial contributions, research limitations and future research recommendations are discussed as well.
20
Abrahamian, Karineh. "Global Marketing through Local Cultural Strategies : A Case Study of IKEA." Thesis, Uppsala universitet, Teologiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-211859.
Full text
21
Venaik, Sunil AGSM UNSW. "A Model of Global Marketing in Multinational Firms: An Emprirical Investigation." Awarded by:University of New South Wales. AGSM, 1999. http://handle.unsw.edu.au/1959.4/17479.
Full textAbstract:
With increasing globalisation of the world economy, there is growing interest in international business research among academics, business practitioners and public policy makers. As marketing is usually the first corporate function to internationalise, it occupies the centre-stage in the international strategy debate. The objective of this study is to understand the environmental and organisational factors that drive the desirable outcomes of learning, innovation and performance in multinational firms. By adapting the IO-based, resource-based and contingency theories, the study proposes the environment-conduct-outcome framework and a model of global marketing in MNCs. Using the structural equation modelling-based PLS methodology, the model is estimated with data from a global survey of marketing managers in MNC subsidiaries. The results show that the traditional international marketing strategy and organisational structure constructs of adaptation and autonomy do not have a significant direct effect on MNC performance. Instead, the effects are largely mediated by the networking, learning and innovation constructs that are included in the proposed model. The study also shows that, whereas collaborative decision making has a positive effect on interunit learning, subsidiary autonomy has a significant influence on innovativeness in MNC subsidiaries. Finally, it is found that marketing mix adaptation has an adverse impact on the performance of MNCs facing high global integration pressures but improves the performance of MNCs confronted with low global integration pressures. The findings have important implications for global marketing in MNCs. First, to enhance organisational learning and innovation and ultimately improve corporate performance, MNCs should simultaneously develop the potentially conflicting organisational attributes of collective decision-making among the subsidiaries and greater autonomy to the subsidiaries. Second, to tap local knowledge, MNCs should increasingly regard their country units as 'colleges' or 'seminaries' of learning rather than merely as 'subsidiaries' with secondary or subordinate roles. Finally, to improve MNC performance, the key requirement is to achieve a good fit between the global organisational structure, marketing strategy and business environment. Overall, the results provide partial support for the IO-based and resource-based views and strong support for the contingency perspective in international strategy.
22
Oliveira, Rosana Fernandes de. "Marketing global: padronizar X adaptar: um estudo da estrategia da IBM." reponame:Repositório Institucional do FGV, 1996. http://hdl.handle.net/10438/4996.
Full textAbstract:
Made available in DSpace on 2010-04-20T20:15:19Z (GMT). No. of bitstreams: 0
Previous issue date: 1996-05-21T00:00:00ZA conjuntura atual demonstra a necessidade de uma visão global dos negócios. Apesar de muitas empresas manterem políticas de atuação restritas ao seu mercado doméstico, as empresas precisam se adaptar a esta nova realidade. Competidores fornecedores e clientes podem estar localizados em qualquer parte do mundo. Fatores como a integração econômica; o crescente fortalecimento do eixo Europa Ocidental, EUA/Canadá, Japão; o crescimento das economias emergentes na América Latina e Ásia; têm aumentado a competição global e já fazem parte do dia-a-dia de muitas empresas
23
Alsabt, Danah. "Global vs. Local – Marketing and Advertising Strategies to Promote ‘Brand’ Kuwait." OpenSIUC, 2021. https://opensiuc.lib.siu.edu/theses/2880.
Full textAbstract:
The purpose of this exploratory study is to examine the development and promotion of local brands in Kuwait, to understand the cultural practices used to create their branding, and how they compete with global brands within the competitive marketplace. Specifically, the study looks into the brands of Kuwait and the need to be self-reliant and self-sufficient to generate incomes within the country and achieve national competency. The Western brands influence the local brands and sometimes squashing them by transitioning from global to local brands. The Covid-19 has also sparked the need for supporting local brands and the national economy, as evident in the way countries are gradually transitioning their business practices. Therefore, the author provides an understanding of how locals use the cultural identity theory for their owned brands and shift the perception of consumers to try, use, and support local brands. Furthermore, the author analyzes the digital marketing strategies applied by local and global brands in achieving effective communications by promoting their brand image to Kuwait and the Gulf Cooperation Council (GCC) region.
24
Khan, Shireen. "Marketing mix strategy adaptation: a retail organisation's response to the global economic downturn." Thesis, Cape Peninsula University of Technology, 2011. http://hdl.handle.net/20.500.11838/1374.
Full textAbstract:
Dissertation(MTech( Marketing))-- Cape Peninsula University of Technology, 2011The global economic downturn of 2008 spread around the world and few business sectors remained unaffected. While organisations in some sectors were forced to close down or lay off employees, organisations in the retail sector mainly had to adapt to consumer’s preferences, which change in times of economic downturn. The purpose of this research was therefore to examine how one of the most prominent retailers in South Africa adapted their marketing mix strategies to changing consumer buying behaviour during the economic downturn.The research applied a qualitative approach and a case study methodology as its research design. An interview guide was designed for the in-depth face-to-face interviews. Additional data was collected from annual reports, various articles and the retailer’s websites.Decreased spending by consumers was one of the main consequences of the economic downturn. Throughout the economic downturn the retailer found it increasingly difficult to attract consumers to its stores, which prompted changes to retain and attract consumers. Therefore the main challenge for the retailer was to alter consumers’ perception that it was an expensive store to a value for money store, without compromising its quality proposition. The study found that the retailer did indeed adapt its marketing mix strategy extensively in response to the global economic downturn. The retailer recognised a change in their consumers’ buying behaviour and made responsive changes to their marketing strategies.This research can be useful to academics and practitioners highlighting the importance of adapting the marketing strategy to the changing environment to consolidate or even improve a retailer’s position in the market. The research can also be used by organisations in a similar situation facing an economic downturn. Even though these findings cannot be statistically generalised to a population, the findings can be used in similar situations or for theoretical generalisations, depending on homogeneity.
25
Samawi, Jamil Nazih. "Global banks' marketing communication in Jordan : standardisation or adaptation : developing an effective integrated marketing communication model to target the Jordanian market : a study of global banks in Jordan." Thesis, University of Huddersfield, 2011. http://eprints.hud.ac.uk/id/eprint/17515/.
Full textAbstract:
This research is concerned with international Integrated Marketing Communications (IMC) by global banks targeting a Jordanian audience. The main research question addressed in this work is concerned with adaptation versus standardisation of international IMC by global banks. The aim of the research is to establish whether the standardised IMC approach is sufficiently effective when targeting Jordanian customers or whether adaptation of the IMC mix is necessary. A mixed methodological approach has been used consisting of qualitative in depth interviews and a more quantitatively based sample survey. Semistructured interviews were conducted with bank managers. Likewise, a survey instrument in the form of questionnaires were sent to the clients through bank management because of the confidentiality issues. The purpose of the research is to answer the standardisation versus adaptation question with the intention of deriving specific, operationally useful suggestions for IMC improvements for global banks operating in Jordan. The problems and weaknesses identified in current IMC policies used by global banks in Jordan are identified and suggestions for future marketing communications improvements made. These weaknesses and suggestions are integrated into a conceptual model. The managerial implications of adapting the suggestions made are examined and discussed. The weaknesses identified, suggestions made to overcome them and the managerial implications of implementation make an important and original contribution to the subject area from both a practical and conceptual point of view. The findings of the research strongly indicate that significant adaptation is required in order for the IMC approach by global banks to be effective. The findings should be specifically relevant to global banks operating in Jordan but may have relevance to other international companies from different sectors operating in or wishing to operate in Jordan.
26
Liu, Yuanyuan, and Yang Shen. "Airflow Entering Sweden : a global marketing research: decision-making and applied approach." Thesis, University of Gävle, Department of Business Administration and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-5831.
Full textAbstract:
Problem: A Polish company produces heaters wants to enter the Swedish market. The decision maker needs information about the Swedish market both the general information about Sweden and specific information about the Swedish heater market. And some specific questions are asked by the firm in order to get a deeper view of the present heater market in Sweden.
Purpose: If Swedish market ‘right’ (a farsighted choice)? Suppose the answer is ‘yes’, then how to enter and operate on the Swedish market within the environmental context of Sweden and the present Swedish heater market? Then suppose the answer is ‘no’, should the Polish firm leave or fix the problems?
To achieve the goal, information of environmental context (ecological, sociocultural, technological, economic, political/legal and competitive) about Sweden should be collected. And according to the firm’s specific questions, answers should be collected by means of exploratory research. Suggestions about entering steps and future operation are to be fulfilled.
Method: Qualitative Research
Results: In all, this thesis provides information to evaluate the chances and challenges, and proves Sweden is a ‘right’ choice -- the firm can win market share (reasons will be stated in following chapters) despite of the competition from present competitors. Further applications of entering and operating on the Swedish heater market are available.
General information about Sweden combined with detailed information of the present heater market were collected, analyzed and discussed. The presentation of the information helps evaluate the attractiveness of the Swedish market. Further study applies procedures of entering Sweden and operation after entering, which will be of vital importance for competing on the Swedish heater market when the decision maker determines to choose Sweden.
27
Woo, Jihyun. "Integrating Global Competencies into Business and Information Technology and Marketing Education Curricula." Diss., Virginia Tech, 2019. http://hdl.handle.net/10919/90411.
Full textAbstract:
Since the world has become smaller, resulting in the development of a global economy, it is no longer adequate for countries to provide education in silos by country or region. Instead, educators throughout the world need to integrate global competencies into their curricula. However, many teachers generally lack the knowledge of global context 21st century skills and do not have enough global experiences to assist them in providing this context. Although a great deal of effort has been put into providing teachers revised global Career and Technical Education (CTE) curriculum, very little is known concerning how many teachers are integrating global concepts into their curricula. The purpose of this research was to determine the factors that affect the integration of global tasks into Virginia Business Information and Technology (BIT) and Marketing Education (MKED) curriculum as defined by lived experiences of Virginia BIT and MKED teachers.
A qualitative research method design was used to collect and analyze data for this study. A purposeful sampling method was chosen to find the best participants for this research.
Interviews were used to determine the lived experiences of BIT and MKED concerning the extent to which they integrate global competencies into their curricula. In addition, factors affecting this integration were identified. The findings of this study suggest strategies for overcoming challenges for integrating global competency into the curricula and provide factors to make best practices for integrating global tasks into Virginia BIT and MKED curricula.Doctor of Philosophy
Since the world has become smaller, resulting in the development of a global economy, it is no longer adequate for countries to provide education in silos by country or region. Instead, educators throughout the world need to integrate global competencies into their curricula. However, many teachers generally lack the knowledge of global context 21st century skills and do not have enough global experiences to assist them in providing this context. Although a great deal of effort has been put into providing teachers revised global Career and Technical Education (CTE) curriculum, very little is known concerning how many teachers are integrating global concepts into their curricula. The purpose of this research was to determine the factors that affect the integration of global tasks into Virginia Business Information and Technology (BIT) and Marketing Education (MKED) curriculum as defined by lived experiences of Virginia BIT and MKED teachers. A qualitative research method design was used to collect and analyze data for this study. A purposeful sampling method was chosen to find the best participants for this research. Interviews were used to determine the lived experiences of BIT and MKED concerning the extent to which they integrate global competencies into their curricula. In addition, factors affecting this integration were identified. The Findings of this study suggest strategies for overcoming challenges for integrating global competency into the curricula and to provide factors to make best practices for integrating global tasks into Virginia BIT and MKED curricula.
28
Spencer, Millspaugh Jennifer Estella. "Global branding for fashion entrepreneurs : how womenswear SMEs design their firms to grow internationally." Thesis, University of the Arts London, 2016. http://ualresearchonline.arts.ac.uk/12006/.
Full textAbstract:
The purpose of this research is to identify the resources and capabilities utilised for brand development and internationalisation of entrepreneurial womenswear designer fashion enterprises (DFEs). Tis thesis presents an original contribution to knowledge by using the concept of dynamic capabilities as a ‘lens’ to explore the creation of brand identity in the context of the international fashion system. In the pursuit of its aim, this research defines a dynamic capability process of DFE brand development through the codifcation of elements of brand identity, recognising the infuence of co-creation experiences. Furthermore, this thesis identifies the characteristics of DFE internationalisation behaviour, defining how the processes of brand development and internationalisation are related to each other and embedded in the capabilities of the DFE. Entrepreneurial DFEs, recognised within the fashion media as ‘emerging designers’, are increasingly identified as key sectors for economic growth. These enterprises are largely wholesale, highly internationalised operations within the SME sector, strengthened and supported by a broad network. However, signifcant focus within academic literature centres on branding or internationalisation in relation to fashion retail or established luxury firms, ignoring entrepreneurial DFEs who are sources of innovation and creativity for the fashion industry. This research fills a gap in the academic literature by examining the brand development and internationalisation processes of entrepreneurial DFEs operating in the contemporary context of the global fashion industry. Using grounded theory to examine the practice of entrepreneurial DFEs based in London and New York, this research incorporates theoretical sampling to direct data gathering from semi-structured in-depth interviews, observation at London, New York and Paris fashion weeks, and analysis of websites, social media and press. Constant comparative analysis refined emerged concepts into sub-categories, properties and dimensions surrounding the core category of the ‘collection lifecycle’. The findings of this research are organised according to aggregate dimensions of brand identity elements, and a hierarchy of operational routines, dynamic capabilities and organisational learning. This research finds that for DFEs, the development of brand identity is a dynamic capability process embedded in and emergent from operational routines and capabilities. As a resource, the brand guides internationalisation. In turn, internationalisation behaviour requires interaction within the global fashion system that operates as a source for organisational learning, further adapting the DFE’s brand to align with market opportunities. In the explanation of this process, this research presents a theoretical framework and a series of eight propositions defining the product development activities, operational resources and capabilities, dynamic brand development capabilities and process of organisational learning that impacts brand identity creation and internationalisation.
29
Číp, Vojtěch. "Globální marketing internetových služeb." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-222806.
Full textAbstract:
Abstract (annotation): Subject of this thesis is to analyze the marketing strategy of corporations working in the internet environment. Next issue is to make a confrontation between Czech and foreign companies and predict the future trends and development in this marketing area. Last but not the least task is to design a business plan which may find the niche on the Czech market and could be successful at global market too.
30
Membe, Nampungwe Beatrice, and Loukakou Maria Doriza. "Product standardization and adaptation in International Marketing : A case of McDonalds." Thesis, Högskolan Väst, Institutionen för ekonomi och it, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hv:diva-4533.
Full textAbstract:
Companies marketing their products and/or services overseas are faced with the decision of whether to standardize or adapt their product offerings. This decision concerns firms commencing to market their products in foreign countries as well as those already operating internationally and is considering expanding into further markets. The standardization of products across cultures is increasingly becoming an important issue that the managers of global firms are today facing. As international marketing in the 21st century receives significant research attention, it seems the cost benefits and administration of standardization strategies has simplified the international marketing approach as well as being an attractive choice for many firms. On the other hand, product adaptation strategies are also being considered as perhaps the most influential aspect for Multinational Corporations (MNCs). Seeing that past research has established that standardization enhances performance outcomes, more recent theories suggests that this may not always be the case. In today's globalized world, the choices of standardization versus adaptation of international products are no longer being seen as an inflexible choice. Instead, combinations of the two options are being regarded, given the dependent factors at a given time on a given market. However, with the emergence of homogeneous (identical) markets worldwide, it is still a question of whether MNCs will or will not intermix both the standardization strategies and adaptation product strategies. To that effect it would perhaps be more interesting to look beyond the dichotomy of standardization and adaptation as product strategies, that is not necessarily comparing which is the better option of these two comparisons. Through a single case study of a multinational fast food retailer McDonalds Company, a research agenda was placed on investigating the level of adapting or standardizing of products by Multinational Corporations (MNCs). Based on the illustrations and findings of the research, it was concluded that the choice of either complete standardization or adaptation is not an all-or nothing proposition, but a matter of degree. Hence MNCs should strive to incorporate ingredients of both approaches based on a clear understanding of the dynamics of the served markets respectively.
31
Donato, Robert A. "Global Mindset Strategies for Increasing Hotels' Performance." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/6783.
Full textAbstract:
Between 2010 and 2014 there was a 25% increase in international visitors to the United States, which signifies an opportunity for leaders and managers with a global mindset to take advantage of the opportunities derived from globalization to increase competitive advantage. However, some organizations have not prepared executives and managers to operate in a global environment, which can lead to business failure. The purpose of this multicase study was to gain an understanding of what global mindset strategies hotel executives developed to increase competitive advantage. The target population consisted of the general managers, directors of sales, and directors of catering from 3 full-service hotels at two international airports in the United States who have developed and deployed successful strategies reflecting a global mindset. Porter's 5 forces model served as the conceptual framework for this study. Data sources for this study included semistructured interviews, company websites, advertisements, franchise disclosure documents, and observations. Based on coding interview transcripts, creating mind maps using software, and methodological triangulation of the data, 3 themes emerged: leverage brand resources, personalize services, and leverage staff diversity for service delivery. The implications of this study for positive social change include the potential to create a multiplier effect starting with increased staffing due to increased business volume and profits. The potential increase in competitive advantage may also help hotels prosper and help to ensure funds are available for the hotels to remain contributing businesses for local communities' tax revenues to benefit citizens.
32
Bozkir, Duygu. "The Branding Dilemma: Why Local Brands Might Be Stronger Than Global Brands?" Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9710.
Full textAbstract:
This paper discuss the conditions which may allow local brands to outperform global ones in order to show that there is a higher chance for local brands to succeed than what is commonly thought. Together with current globalization trends, global brands are expanding everywhere as they build on their high level of economic resources and rich experiences in various markets. Even though global synergy is sometimes important for customers, it might cause the death of local brands which have a unique value for domestic customers. The aim of this study is to offer valuable insights into the decision-making process that determines whether or not a local brand can be kept within an MNC's portfolio, as well as to discuss the hope and opportunities of local companies in their struggle to compete with global corporations. It will be shown that LCs remain to play an important role in the development of the domestic market, which is why companies should not give up on them that easily. The decision-making process of LCs is therefore also outlined in this research paper.
33
Ramalho, Rafael Rocha. "Plano de marketing internacional : a expansão da marca Compal para o Brasil." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19443.
Full textAbstract:
Mestrado em MarketingO presente trabalho final de Mestrado, consiste na elaboração de um Plano de Marketing Internacional da marca Compal para o Brasil, e tem como o intuito potenciar a sua expansão para esse mesmo mercado, definindo a melhor estratégia a adotar. Marca de referência no setor das bebidas, está presente na vida dos portugueses há mais de 65 anos, produzindo produtos de alta qualidade. Sendo líder de mercado em Portugal no seu setor, a marca tem procurado ao longo dos anos desenvolver estratégias de crescimento nos mercados internacionais, com o intuito de alavancar os seus negócios. Primeiramente foi necessário compreender como está estruturado o mercado de sumos e néctares no Brasil, depois perceber qual o comportamento e escolhas dos consumidores, com o intuito de podermos desenvolver as táticas de marketing-mix mais adequadas para o mercado em questão. Relativamente à metodologia, foi utilizada uma abordagem de mixed-method, e a estratégia de action research. Foi feita uma recolha de dados primários, através de um questionário, a 643 cidadãos brasileiros, e uma entrevista pessoal a dois colaboradores da SUMOL+COMPAL. Com base nos objetivos e estratégias de marketing definidos, após a realização da análise externa e interna, foram desenvolvidas as táticas de marketing-mix, que consideramos mais adequadas para a marca seguir no mercado alvo. Com a realização deste estudo, conclui-se que, hoje em dia, muito devido à globalização, as empresas devem apostar fortemente na sua internacionalização, pois só assim conseguem crescer e sobreviver.
The present final master´s work is based on an elaboration of an International Marketing Plan of the brand Compal for Brazil. It aims to enhance its expansion to the Brazilian market, defining the best strategy to adopt. It?s one reference brand in beverages sector, has been present in the life of Portuguese people for more than 65 years, producing high quality products. Being the market leader in Portugal in its sector, the brand has been looking these past years for ways to develop strategies of growth in the international markets, with the aim to foster their business. First it was necessary to understand how the market of juices and nectars in Brazil is structured, next understand how the behavior and choices of the consumers are, so that we could develop the tactics of marketing-mix more suitable for the previous market. For this project, the methods used were a mixed-method approach and the strategy of action research. Primary data were collected through one survey to 643 Brazilian citizens and one personal interview to two employees of SUMOL+COMPAL. Based on the defined marketing objectives and strategies, after the external and internal analysis, the tactics of marketing-mix that were developed were the more suitable for the brand to be in the target market. With this study, its concluded that nowadays and due to the globalization, companies should invest heavily in their internationalization because only then can they grow and survive.
info:eu-repo/semantics/publishedVersion
34
Maia, Ana Rita Palma Ramos. "De Born Global a multinacional. Caso de Estudo : sector das tecnologias de informação." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/12339.
Full textAbstract:
Mestrado em MarketingAlgumas empresas surgem com o intuito de serem globais, contudo só poucas alcançam o sucesso internacional e apresentam um crescimento positivo. Nesta sequência, e considerando como base os sectores das tecnologias de informação, é importante compreender até onde vai o sucesso e o crescimento das Born Globals portuguesas - que factores críticos são chave do sucesso e que base está por detrás do crescimento destas empresas. Na presente dissertação recorreu-se ao método qualitativo, efectivado através da realização de entrevistas semi-estruturadas e presenciais a duas Born Globals do sector das tecnologias de informação, bem como a uma empresa que promove o empreendedorismo e a inovação em Portugal. Os resultados obtidos levaram a que fossem considerados alguns factores como cruciais para o crescimento e respectivo sucesso das Born Globals portuguesas na cena mundial - o perfil da empresa e do empreendedor são relevantes para estas empresas serem bem sucedidas; a adaptação do mix do produto e do mix de comunicação ao mercado de destino; o facto dos apoios do Governo serem insuficientes; e a percepção internacional sobre Portugal como país de origem de novas tecnologias. Por outro lado, a título conclusivo, é fulcral que algumas medidas sejam tomadas por parte de diversos responsáveis no sentido de incrementar o papel do Governo e das instituições que promovem o empreendedorismo em Portugal; bem como apelando ao fortalecimento da rede de networking nacional. Posteriormente, foram apresentadas as limitações e estudos futuros que advêm da presente dissertação.
Several companies emerge in order to be global; however, only a few achieve international success and a positive growth. In the information technology sector, it's important to understand how far the success and growth of Portuguese Born Globals goes - the critical factors to success and the fundamentals behind the growth of SMEs. In this paper we used the qualitative method, by conducting semi-structured interviews and face-to-face with two Born Globals in the sector of information technologies, as well as a company that promotes entrepreneurship and innovation in Portugal. The results demonstrate that a number of factors were considered as crucial to achieve growth and success of Portuguese Born Globals in the world stage. The company profile and the entrepreneur profile are relevant for these companies to succeed. Also, the adjustment of product mix and mix of communication to the destination market, together with insufficient government support, and the international perception about Portugal as a country of origin of new technologies, are key elements to take into consideration. Finally, it's be crucial that steps are taken by all decision makers to increase the role of government and institutions promoting entrepreneurship in Portugal, which would enable the strengthening of the network of national companies. Later, we presented the limitations and future studies that come to this paper.
35
Caroço, Sílvia. "O marketing industrial na óptica do mercado global: estudo de caso - Selenis SGPS." Master's thesis, Universidade de Évora, 2006. http://hdl.handle.net/10174/15784.
Full textAbstract:
A presente dissertação efetua uma ligação entre o marketing industrial e o marketing global através da elaboração de um estudo de caso. Considerando que a maior parte dos bens industriais compete em mercados internacionais, é efetuada uma análise dos desafios com que se deparam as empresas industriais em ambientes internacionais, numa ótica de marketing, através de uma revisão bibliográfica dos conceitos associados, quer ao marketing industrial, quer ao marketing global. A análise ao marketing industrial e às suas implicações foi posteriormente aprofundada, direcionando-se para o marketing global, de modo a verificar quais as alterações a efetuar na estratégia de marketing e no marketing mix aquando da entrada nos mercados internacionais das empresas industriais. Para consolidação dos conceitos apresentados é desenvolvido um estudo de caso acerca do grupo Selenis SGPS: um grupo industrial, presente nos mercados internacionais desde sempre, por via da necessidade. Conclui-se que os bens industriais, apesar de, devido às suas características intrínsecas, serem mais propensos à circulação nos mercados internacionais, não têm apesar disso mais facilidades no processo de internacionalização. A empresa analisada no estudo de caso optou por um posicionamento global, consciente dos desafios que se colocam ao pretender abandonar a ótica de produto. Conclui-se que o aprofundamento das relações com os clientes leva a que a orientação para o mercado seja algo de inevitável. Ao estabelecer uma relação mais estreita com o cliente, toda a organização se deverá dedicar à satisfação das suas necessidades. Torna-se portanto fundamental, que todos os colaboradores entendam que é o cliente a razão de existência da empresa e que é para o cliente, ou para a satisfação das suas necessidades, que todos os esforços se deverão dirigir. ***/Abstract - The present dissertation establishes a relationship between industrial marketing and global marketing trough the presentation of a case study. Considering that most industrial goods compete in international markets, it is made an analysis of all challenges industrial companies face in international environments, on a marketing basis, through a literature review of the associated concepts, both to industrial marketing and global marketing. The analysis to industrial marketing and its implications was then directed to global marketing in order to verify which are the necessary changes to be made, by industrial companies, on the marketing strategy and on the marketing mix when entering international markets. ln order to consolidate the presented concepts, it is developed a case study about Selenis SGPS, an industrial group, present in international markets since its foundation lt is concluded that industrial goods, despite the fact that their intrinsic characteristics make them easier to circulate in international markets, the internationalization process isn't easier. The company in study has chosen a global positioning, being aware of the inherent challenges by intending to let go of the product positioning. It is concluded that the strengthening of relationships with customers leads to an inevitable market orientation. By establishing a closer relationship with the customer all organization must dedicate to the satisfaction of his needs. So, it is fundamental that all workers understand that the customer is the reason of the company's existence and that it is for him or for the satisfaction of his needs that all efforts must be directed.
36
Nyrell, Lina, Jimmie Björkman, and Lovisa Petersson. "Formulation Of Marketing Strategy In India : Application of the Global Strategy Formulation Model." Thesis, Växjö University, School of Management and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-6201.
Full textAbstract:
Abstract
As a part of the strategic planning process a company has to formulate a marketing strategy before entering a new market. For global marketers, formulation of a global marketing strategy is of big importance since it contributes benefits, including raising the efficacy of new-products launches, cost reduction and improving product quality and market share performance. India is a fast growing subcontinent and it is predicted to be among the top five economies in the world by the year 2025. The driving force in the Indian economy is the growing number of people from the middle class, which currently consists of over 300 million Indians. They are consuming progressively more western brands and more and more foreign companies are establishing in the country.
The purpose of this thesis is to get a better understanding of the Indian market in order to formulate a strategy for this market. The thesis aim to identify how a business to business company, with baby products aimed for the upper class segment, should formulate their marketing strategy. To be able to answer our research question we have conducted a number of qualitative interviews, including a focus group interview with potential Indian consumers. The result of our interviews, empirical data along with our collected theory shows that the Indian market is fragmented and diverse. This thesis tells us that a company offering exclusive products should focus on consumers living in urban areas of India. A company should considerate on important aspects when formulating a marketing strategy for the Indian market: Assessment and adjustment of core strategy (choice of competitive strategy), formulation of a global strategy (choice of competitive strategy, choice of segment, marketing in India, the purchase process, culture) and development of global marketing program (degree of standardization).
37
Galati, Stephen R. "Entering the global engineering market| A correlational study of cultural intelligence and market orientation." Thesis, University of Phoenix, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10011616.
Full textAbstract:
Faced with increasing domestic competition from non-U.S. firms and a growing global marketplace, U.S.-based engineering firms have turned their focus to globalizing their services. Understanding the multifaceted cultural aspects of marketing and penetrating the global engineering market requires heightened cross-cultural leadership competencies in tandem with a strategic market orienting activities. The purpose of this quantitative correlational study was to determine any relationship that may exist between the variables of cultural intelligence and market orientation of decision makers at U.S.-based engineering firms to the dependent variable of entering the global marketplace. Participants were composed of senior-level global engineering and marketing decision makers from U.S.-based engineering firms listed on ENR?s Top Global and International Design Firms listings. The study included an online survey consisting of the Cultural Intelligence Scale and the individual market orientation scale, the I-MARKOR instrument. Statistical correlational analysis of the collected data indicated some positive relationships between factors of cultural intelligence and global market orientation. The analysis indicated a significant relationship exists between the aggregates of cultural intelligence and global market orientation. The study conclusions should assist globally-focused engineering firms to better penetrate the worldwide marketplace and to recognize the benefits of cultural intelligence and global market orientation leadership skillsets. Since there was a significant relationship between cultural intelligence and individual market orientation, global-looking domestic engineering firms are encouraged to invest deeper in enhancing the factors that comprise cultural intelligent leadership decisions in the organization. The recommendations presented in the research study outline suggestions for future research and practice.
38
Ndisengei, Charity. "An exploratory analysis of the global brand perceptions of SABMiller's global beer brands in Africa." Thesis, Stellenbosch : Stellenbosch University, 2015. http://hdl.handle.net/10019.1/97353.
Full textAbstract:
Thesis (MBA)--Stellenbosch University, 2015.ENGLISH ABSTRACT: David Ogilvy stated that ‘I have seen one advertisement actually sell not twice as much, not three times as much, but 19 ½ times as much as another. Both advertisements occupied the same space. Both were run in the same publication. Both had photographic illustrations. Both had carefully written copy. The difference was that one used the right appeal and the other used the wrong appeal’, Ogilvy (1983, 9) He then goes on to say that, the wrong advertising can actually reduce the sales of products. It is with this quote in mind that the researcher took to this research study. The objective of this study is to understand why the current advertising for SABMiller’s Global brands does not resonate with its intended target audience and based on these findings make recommendations that can be implemented by SABMiller. The design of this report is qualitative and exploratory. Participants of this study included a sample of fifteen individuals made up of SABMiller customers, and employees from Tanzanian brewery’s marketing and sales departments. The findings confirmed that Global brand advertising does not currently resonate with consumers in Tanzania. The perception generally is that these brand’s communication does not compel consumers to want to interact with them, let alone drive the propensity for purchase. Factors such as a mismatch in culture, language and relevance were identified as drivers to advertising relevance, all of which were lacking in Global brand advertising. The practical impact of this study is that SABMiller marketers can use this information to develop robust brand positioning strategies as well as communications strategies that will better resonate with their intended target audience and help to increase consumer’s propensity to purchase these brands.
39
Hlophe, Nthabiseng. "The role of local context in the local strategies of global brands." Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/29785.
Full textAbstract:
The greatest task of many international marketing practitioners in host organisations, entails understanding the factors that influence the localisation or standardisation of marketing programmes. The purpose of this paper is to gain insight into the role of local context in the local strategies of global brands. This paper uses a qualitative case study design of two global brands.Findings – The findings show that the role that emerging macro-level factors of local context play in the local strategies of global brands is in determining the levels at which marketing programs will be standardised or localised.Micro-level factors of local context play the role of a) setting the preconditions for product development and b) determining the extant of productivity that can be achieved in the local contextThe strategic implications that must be considered at the local level when applying a global brand include brand identity standards as well as making specific choices about global or local consumer culture positioning.Practical implications- For practitioners, the practical implications encompass strategic considerations in the course of making decisions to standardise or localise marketing programs.Originality/value – This paper highlights new variations in contextual factors within-countries. It also provides an international perspective that is rooted in local context regarding global marketing intermediaries. Lastly, it explores the strategic implications considered when applying a global brand.Dissertation (MBA)--University of Pretoria, 2012.
Gordon Institute of Business Science (GIBS)
unrestricted
40
Costa, André Moreira Gomes da. "Renova black toilet paper: the creation of a global market space." Master's thesis, NSBE - UNL, 2013. http://hdl.handle.net/10362/9824.
Full textAbstract:
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThe aim of this study is to research how can an international marketing strategy be simultaneously standardized and adapted to export markets. Moreover, it reveals that this strategy is more appropriate than the contingency approach, considering the case of a firm with very little expression in the global marketplace. A single case-study based on the export venture of Renova Black toilet paper was developed. In addition to the analysis of secondary data, interviews were conducted with 3 Renova managers, 3 trade customers and 10 consumers. Findings suggest that an international marketing strategy simultaneously standardized and adapted to new export markets forms a good fit with the existence of limited resources, light structure and centralized decision making possible due to firms’ reduced size. This study presents important insights for managers of small players in the global marketplace attempting to boost the internationalization process. It also broadens our understanding on the standardization versus adaptation debate using a fresh perspective.
41
Ferreira, Débora Vargas. "Atitude socialmente responsável ou estratégia comercial: o caso do pacto global." reponame:Repositório Institucional do FGV, 2008. http://hdl.handle.net/10438/3906.
Full textAbstract:
Made available in DSpace on 2009-11-18T19:01:16Z (GMT). No. of bitstreams: 1
ACF29E.pdf: 391358 bytes, checksum: 21e502f2cc5c3436a864a9b637a01970 (MD5)
Previous issue date: 2008The discussion about corporate obligations toward the various stakeholders began in the postindustrial era and developed to culminate in the creation of rules, regulations, programs and projects focusing on the dissemination and promotion of what we know today as corporate social responsibility (CSR). In this context, satisfying this new demand and adopting social policies emerge as a determining factor in defining organizational strategies. Nevertheless, some questions are raised when we examine the subject, such as: To what extent should organizations intervene in society? Is the decision for the organizations to adopt a socially responsible attitude really linked to promoting social well being, or is it only a commercial strategy? How does social marketing relate to CSR projects? The study herein, based on the concept and understanding of CSR theories, stakeholders and social marketing, has sought to find evidence of this relationship, in the light of the Global Compact (GC). It was decided to use the multi-case study methodology, considering the possibility of explaining the reasons why the decisions were taken, how they were implemented and what was the outcome. Interviews, supported by previously prepared scripts, were held with CSR managers, employees from other areas of the organizations, and specialists on the subject. Complementary research studies were made in various sources, such as the website of companies under analysis, their sustainability reports, and the GC websites in Brazil and the United Nations (UN). The results obtained show that the organizations have worked increasingly with CSR projects, but the efforts have not been focused. Special mention is given to the programs that create major impact on the company¿s image and reputation, such as projects competing for prizes and participating in the formation of rankings or socially responsible organizations. From the view of Carroll¿s Pyramid (1991) for CSR, it is found that the projects are predominantly focusing on ethical and philanthropic issues. The driving power of the GC, action based on learning, dialogue and partnership, is not to be found. This factor contributes to the statement that social marketing tools are used to build an ethical and socially responsible image, in detriment to effective action by the organizations to meet the social requirements of their stakeholders. The social marketing has as an objective to transform the way a specific public sees a social question and promotes behavior changes, but what has been seen is the use of marketing tools exclusively to promote the company's image.
A evolução do debate a respeito das obrigações das firmas com seus stakeholders, iniciada na era pós-industrial, culminou na criação de normas, padrões, programas e iniciativas com foco na disseminação e na promoção do que hoje se conhece por responsabilidade social corporativa (RSC). Neste contexto, o atendimento a essa demanda e a adoção de políticas sociais surgem como fatores determinantes na definição das estratégias organizacionais. Todavia, até que ponto as organizações devem intervir na sociedade? A decisão de assumir uma postura socialmente responsável está realmente ligada à promoção do bem-estar social ou é uma estratégia comercial? Como se dá a relação do marketing social com as iniciativas de RSC? O presente estudo buscou, a partir da conceituação e do entendimento das teorias de RSC, dos stakeholders e de marketing social, identificar evidências dessa relação, à luz do Pacto Global (PG). Optou-se pela utilização da metodologia de estudo de caso múltiplo em três empresas concessionárias do setor elétrico brasileiro, pela possibilidade de esclarecer os motivos pelos quais as decisões de participação no PG foram tomadas, como foram implementadas e com quais resultados. Foram realizadas entrevistas junto aos gestores de RSC, funcionários de outras áreas das empresas e especialistas no assunto, além de pesquisas em websites das empresas analisadas, seus relatórios de sustentabilidade e websites do PG no Brasil e na Organização das Nações Unidas (ONU). Os resultados mostram que as organizações têm trabalhado em iniciativas de RSC sem um foco definido, destacando-se os programas com maior impacto na imagem e na reputação da empresa, que concorrem a premiações e formação de rankings, e que sob a ótica da Pirâmide de Carroll (1991) são predominantemente voltados a questões éticas e filantrópicas. A atuação sob as bases do aprendizado, diálogo e parceria, proposta pelo PG, não é encontrada, o que contribui para afirmativa da utilização das ações de RSC na construção de uma imagem ética e socialmente responsável, em detrimento da atuação efetiva na superação das necessidades sociais de seus stakeholders. O marketing social tem como objetivo transformar a maneira pela qual um determinado público percebe uma questão social e promover mudanças comportamentais, mas o que se tem visto é a utilização das ferramentas de marketing exclusivamente para a promoção da imagem da organização.
42
Andersen, Mette. "Corporate social responsibility in global supply chains : understanding the uniqueness of firm behaviour /." København, 2005. http://www.gbv.de/dms/zbw/495269956.pdf.
Full text
43
Jensen, Jonathan A. "The Path to Global Sport Sponsorship Success: An Event History Analysis Modeling Approach." The Ohio State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=osu1426070279.
Full text
44
Ackermann, Daniel, and Tim Kruisman. "Public attitudes towards the use of marketing and communication by global non-profit organizations." Thesis, Växjö University, School of Management and Economics, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-1482.
Full textAbstract:
Title: Public attitudes towards the use of marketing and communication by global non-profit organizations
Background: The importance of the non-profit sector and the commercialization in it is increasing. The organizations have to deal with more competition in the fundraising market on the one hand, and they are on the other hand confronted with people who are blocking the recognition of conventional marketing expressions. Guerrilla marketing is seen as a possibility to penetrate the jungle of marketing and create word of mouth about the organization and its activities.
Purpose: This thesis evaluates the public attitudes towards the increasing use of marketing and communication by global non-profit organizations and investigates for which objectives the use of guerrilla tactics in the marketing and communication mix would be accepted.
Limitations: Though the data for this thesis was collected through questionnaires in Sweden, Germany and The Netherlands, there are no country dependent differences investigated.
Theory: Classification of NPOs; aims of NPOs; basic model of communication; dynamic model of expectations; relationship between expectation, satisfaction and donations; marketing mix; guerrilla marketing; viral marketing; live buzz marketing; promotional mix; word of mouth.
Method: Survey with more than 100 participants; interview with the fundraising responsible of Greenpeace Germany
Findings and Conclusions: The public accepts the use of marketing and communication and the therefore necessary expenditures for the purpose to spread the message and gain donators. Openness and honesty in the NPOs’ behaviour are considered more important than the use of less money for marketing and communication. Guerrilla marketing is not suitable for all aims of a NPO, but is accepted in order to spread the message and increase the media coverage.
45
Burhan, Ahmad Mtengwa. "Marketers' perceptions of negotiation behaviour in a global scale." Thesis, Nelson Mandela Metropolitan University, 2012. http://hdl.handle.net/10948/d1013705.
Full textAbstract:
The success of international business depends on effective negotiations. Such negotiations do no happen in a vacuum, but usually in a specific environment that includes; time, surrounding, place, culture and people. The business environmental setting includes legal and political pluralism, currency fluctuations, foreign exchange, foreign government controls, bureaucracy, instability, change, ideological and cultural differences, as well as the influence of external stakeholders. These business negotiations environments can influence the behaviour of negotiation in global firms, impacting firms internationally. The reasons to negotiate on an international level may include considerations such as: choice of venue, culture to observe; and the outcome of the negotiation process. The aim of this study was to determine the influence of the international marketing environment, awareness of negotiation skill, interest groups and negotiation atmosphere on behaviour of marketers in a global firm. The study assessed the impact of negotiation behaviour on business agreements based on trust and certainty and level of commitment. The purpose of the study was to gauge the impact of negotiations behaviour pertaining to failure of business negotiations in Tanzania. In addition, the study endeavoured to determine the impact of environmental variables on the negotiation behaviour of marketers. The questionnaires used in the study comprised seven variables with statements linked to a five-point Likert-type interval scale varying from “strongly agree” to “strongly disagree. Self-administered questionnaires were used for data collection from global firms’ marketers and their management representatives; 323 questionnaires were collected from respondents. This study contributed to the literature on negotiation behaviour in a global firm and the perceptions of such global marketers in Tanzania. Many international companies in Tanzania find it difficult to formulate and implement a comprehensive business strategy; therefore, this study intends to equip international business managers with the leadership skills required. Based on the findings of this study, the negotiators and government are expected to play a major role in business negotiations to promote effective trade agreements despite limitations of political influence in the negotiation process. Political stability in a country enhances foreign business which in turn improves negotiation behaviour. A just legal system, with clear and unambiguous business guidelines and policies would benefit and promote local businesses and government representatives and negotiators in respect of international business negotiation behaviour. Reasonable tax and interest rates and fair business policies should improve international trade negotiations and business practices. In order to conduct successful international negotiations aspects such as culture, language differences, customs and traditions are important and should enjoy high priority. Aspects such as these mentioned influence the conducting and atmosphere and outcome of negotiations. The study reveals that the use of specialists and interpreters are imperative to guarantee understanding and successful outcomes. According to the findings negotiators should possess good negotiating skills to be able to steer the negotiation process through the different phases of negotiation that requires different negotiating skills at each stage of negotiation. It is clear that to have successful win-win negotiation outcomes the leading negotiator should put together a good team, with expert knowledge of product or conditions and negotiating skill, as well as possessing the attributes mentioned in the previous paragraph. The negotiator should also be able to determine authority limits, patience and observe negotiation ethics. No team disagreements concerning the business/project matters should be aired in front of counterparts during negotiations and professional conduct must prevail at all times. The findings of the study indicated that awareness of the practice of offering concessions regarding government tariff laws and price discounts that is in line with traditions in Tanzania. Concessions should not be made until all issues have been discussed, to avoid granting unnecessary benefits during negotiation that might be interpreted as bribery. This study concluded that it is important that marketers meet the requirements of business practices by sharing clear guidelines and policies regarding business practices, as this will lead to fruitful decisions. It was also found that negotiation behaviour improves when negotiators are willing to share information and agree that all communication must be in writing; marketers are more comfortable when there is a clear understanding of matters agreed upon, the choice of trading partners and that all trading agreements are written and a contract signed by all the parties, including governments where necessary. Marketers’ intentions are derived from the common interests of both parties and the negotiations should always take place in avenue that is suitable to both parties, conducted in fairness and offers must be reasonable and attainable with a positive outcome as the ultimate aim for both parties. This study reveals that negotiators insist on the use an agent or agents and sub-contractors to ensure mutually beneficial strategic business partnerships. However, when the role of the interest groups is explained to all participants, negotiation behaviour improves. It can also be concluded that negotiators allow interest groups to participate as team leaders and their number should be equal to the number of foreign negotiators, to ensure that marketers feel more at ease and comfortable to participate. An atmosphere based on bargaining power exerts a positive influence on the level of commitment among negotiating partners; and can be a predictor of the range of agreement as well as shape limits and priorities among dimensions of rivalry. However, it is important for marketers to express willingness to accept the terms of their counterpart’s bargaining zone regardless of non-profitable quotas at stake; identify areas of bargaining from foreign traders even if they are not attractive enough for local traders and are comfortable with the counterparts’ bargaining zone regarding fixed rates on exporting and importing quotas between trading partners to build trust among negotiators. In conclusion, it was found that negotiation behaviour has a positive influence on the level of commitment of trading partners. A positive business relationship is created on trust and a high-level of commitment which should be of great satisfaction to negotiating parties for future prospective negotiations.
46
Moreira, Marcos Paulo. "Práticas promocionais em medicamentos sob prescrição médica: cenário e perspectivas da regulamentação brasileira e global." Universidade de São Paulo, 2010. http://www.teses.usp.br/teses/disponiveis/9/9139/tde-19012011-143156/.
Full textAbstract:
As práticas promocionais de medicamentos representam um dos principais recursos de marketing utilizados pela indústria farmacêutica tendo como alvo principal os profissionais da saúde habilitados a prescrever. A propaganda, ao divulgar os medicamentos muitas vezes com a abordagem de produto de consumo, tende, entre outras coisas, ao incentivo da autoprescrição, ou seja, a aquisição de medicamentos sob prescrição médica sem orientação de um profissional médico o que pode levar a quadros sérios de intoxicação medicamentosa, que ocupa lugar de destaque no ranking das causas de intoxicações nos centros de controle de toxicologia e farmacovigilância do Brasil. A Organização Mundial da Saúde (OMS) manifestou sua preocupação em relação à propaganda de medicamentos durante a assembléia mundial de saúde desde 1967, quando foi considerada inadequada a veiculação de propaganda medicamentosa. Desde então, o tema, vem exigindo uma atenção crescente das autoridades de saúde, das agências regulatórias e de inúmeros pesquisadores das áreas da Saúde Pública e da Comunicação, e se tornou objeto desta dissertação, cujo propósito foi analisar de que forma as autoridades sanitárias dos países que representam os maiores mercados farmacêuticos do mundo vem trabalhando no estabelecimento de regras para parametrização das práticas promocionais de medicamentos sob prescrição médica dirigidas aos profissionais de saúde. Portanto, espera-se, com este trabalho, poder compartilhar informações por meio de revisão de literatura e fazer um estudo comparado entre as diversas legislações de propaganda de medicamento dos mercados farmacêuticos mais representativos do mundo em valor monetário.Drug promotion practices represent one of the major marketing resources employed by the pharmaceutical industry; their target public is formed by the prescribing healthcare professionals. Among other things, advertising, which several times publicizes a product as a consumer product, induces self-prescription, which means, the acquisition of drug product without the physician\'s prescription what ultimately can lead to serious cases of intoxication , which it is ranked as one of the most important cause of intoxications in Brazilian toxicology control and pharmacosurveillance centers. The World Health Organization (WHO) has been expressing its concern relative to drug advertising during the world health assembly since 1967, when the broadcast drug advertising was considered as inappropriate. Since then, this subject has been demanding a growing attention by the health authorities, regulatory agencies and several researchers in Public Health and Communication areas, and has become the subject of this dissertation, whose purpose was to analyze how local health authorities of countries that represent the major worldwide pharmaceutical markets have been acting in order to establish rules to configure prescription drug promotion practices focused in healthcare providers. Therefore, with this study, we hope to be able to share information through literature revision and make a comparative study between the several laws regulating drug advertising in the most representative pharmaceutical markets worldwide in terms of monetary value.
47
Schmidt-Devlin, Ellen M. "OMNI-BRAND: THE PARADOX OF GLOBAL ACCEPTANCE AND LOCAL AUTHENTICITY." Case Western Reserve University School of Graduate Studies / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=case1584618669205106.
Full text
48
Polejníková, Hana. "Roční marketingový plán značky." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-112996.
Full textAbstract:
My diploma work goal is to make 2012 marketing plan of OTC brand COMPEED. Based on detailed market analysis marketing and financial targets of the brand were created and so the strategies how to achieve laid down targets. Within strategy brand marketing mix is being explored and based on it positioning was created. In next step I created tactics how to execute strategy and described detailed action plan containing monthly planning of marketing activities in 2012 and their budgets. Activities will be evaluated in P&L. For the first time in history of COMPEED online campaign was included in the plan. Results of online campaign are provided in last chapter of my work. Conclusion of my work is to evaluation of COMPEED brand plan.
49
Azevedo, Junior Aryovaldo de Castro. "Imagem mundo : a valorização da linguagem imagetica na comunicação publicitaria global atraves das novas tecnologias." [s.n.], 2005. http://repositorio.unicamp.br/jspui/handle/REPOSIP/285127.
Full textAbstract:
Orientador: Ivan Santo BarbosaTese (doutorado) - Universidade Estadual de Campinas, Instituto de Artes
Made available in DSpace on 2018-08-06T15:57:31Z (GMT). No. of bitstreams: 1 AzevedoJunior_AryovaldodeCastro_D.pdf: 41370719 bytes, checksum: 10990d2ad2c765f8aa3ec83acd4c2a85 (MD5) Previous issue date: 2005
Resumo: A comunicação na era contemporânea vem se transformando rapidamente com o desenvolvimento tecnológico, tornando-se instantânea, internacional, segmentada e interativa. A difusão de uma menor cultura comum global é propagada através dos meios de comunicação de massa, principalmente por meio da indústria do entretenimento e da publicidade. Esta baseia a valoração do ser humano principalmente enquanto consumidor e instiga uma verdadeira cultura do consumo, baseada em perfis sócio-econômicos e psicológicos segmentados internacionalmente: as tribos virtuais. A análise considera a comunicação digital cibernética e sua integração com as formas tradicionais da comunicação de massa - impressa e eletrônica - e reforça a tendência de valorização da comunicação integrada no desenvolvimento do discurso persuasivo. A intensa utilização de apelos imagéticos e estéticos como forma de identificação entre consumidores é a base deste estudo, que analisa a importância da linguagem visual dentro do discurso persuasivo publicitário como forma de superar fronteiras lingüísticas e culturais na elaboração e estruturação de comunicação direcionada às tribos virtuais
Abstract: According to the technological development, the communication in the contemporary era is changing quickly, becoming instantaneous, international, segmented and interactive. The diffusion of a lower global culture is spread through the mass medias, mainly by entertainment industry and advertising. This idea is based on human value mainly as a consumer and it instigates a true consumption culture based on psychological and socio-economical profiles, internationally segmented: virtual tribes. The Analysis considers cybernetics digital communication and also the integration into the traditional shape of mass media ¿ printed and electronic ¿ it reinforces the valorization of integrated communication on the development of persuasive speech. The intense use of images and aesthetic appeals as a manner of identification between consumers as the main point of this topic, which analyses the importance of visual language in the persuasive advertising speech as a way to overcome the linguistics and cultural frontier in the elaboration and built of communication to the virtual tribes
Doutorado
Doutor em Multimeios
50
Britto, Ricardo Pitelli de. "Competição global uma contribuição para o estudo da competitividade da indústria paulista." Universidade de São Paulo, 2005. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-16042005-143441/.
Full textAbstract:
O presente estudo tem por objetivo mensurar e avaliar a prontidão para exportar das Indústrias Paulistas utilizando, para isso, o referencial teórico presente na literatura sobre Estratégia e Marketing Internacional e o software CORE (Company Readiness to Export) desenvolvido pela Michigan State University. Como anseios adicionais, espera-se aferir a aplicabilidade deste software à realidade brasileira e levantar hipóteses sobre as políticas públicas passíveis de serem implementadas no sentido de fomentar a exportação de indústrias do Brasil. Este trabalho apoiou-se em pesquisa descritiva, realizada em uma amostra aleatória composta de 393 empresas industriais sediadas no Estado de São Paulo. As principais conclusões apontam para a falta de prontidão da indústria paulista para a atividade exportadora e, simultaneamente, sugerem estratégias e ações alternativas para superar essas dificuldades. O método de análise de dados incluiu a elaboração de modelos de regressão linear e múltipla para detectar a influência das variáveis independentes avaliadas (porte, setor, ação internacional, presença de capital estrangeiro) sobre a variável dependente Prontidão para Exportar.This study has the objective of measuring and evaluating the readiness to export of Manufacturing Companies from São Paulo (Brazilian State) using the theoretical mainframe present in the literature about International Strategy and Marketing and the software CORE (Company Readiness to Export) developed by Michigan State University. As secondary aims, it is expected to gauge the applicability of this software to the Brazilian context and to raise hypothesis over public policies capable of being implemented in order to foment the Brazilian manufacturers exports. This work is sustained in a descriptive research, conducted on a random sample composed of 393 manufacturing companies based in São Paulo State. The main conclusions point to the lack of readiness to export of manufacturing companies based in São Paulo State and, simultaneously, suggest strategies and alternative actions to overcome these difficulties. The data analysis method included the elaboration of multiple and simple regression models to detect the influence of the independent variables (size, industry, international action, presence of international capitals) over the dependent variable Readiness to Export.