The Expansion Of Globalization Mncs ( Kapferer )

Objective With the expansion of globalization which led multinational companies to transfer their production activities to the most stable developing countries; maintaining and improving the brand image, has become one of the major concerns for MNCs (Kapferer, 2008). The social, cultural and political diversity of host countries (subsidiaries) caused a very different degree of brand standardization among countries. Some of the advantages that economists in developing countries are expecting from MNCs to bring to their countries are as follows: ï‚ § Job creation and lower the rate of unemployment; ï‚ § Help the people to get more reliable income than farming; ï‚ § Local infrastructure development; ï‚ § To offer training in different levels, in accordance to their scope of activity; ï‚ § Technology transfer to the less developed countries; ï‚ § To juice up the local supply chain network. Whereas, due to the MNCs market analyzer s negligence, or many unexpected circumstances, projections doesn’t always occur as were planned. Arrival and departure of Nike in Pakistan and also Intel and other electronics company s entry into Vietnam, are two great examples of a failure and a success in global integration and local responsiveness, which I m going to briefly analyze its reasons. Similarities and contradictions: Pakistan is a developing country which has important strategic endowments and development potential. It s located at the strategic location between the Middle East, China, CentralShow MoreRelatedCase Study on Asos Essay3981 Words   |  16 Pagesfor future expansion in the global scenario. Enhancing its CSR (Corporate Social Responsibilities) activities and bringing it out into the retail front, ASOS can capture the attention of ethical consumer groups and thus work on the company’s benevolence and future expansion. Employing a canny approach and by detecting possible threats and risks, ASOS performs brand extension strides to cement its place in the industry. Table of Contents Introduction 4 Methodology 4 Globalization by TheodoreRead MoreA Case Study of International Brand Management: Comparison of Lexus Brand Management in Brazil, United States and Japan.39374 Words   |  158 Pagesother regions and analyse the possible localization of the internationalization of a brand. What is a brand? There is a difference between product and brand, â€Å"products are what the company makes; what the customer buys is a brand†3 says Jean-Noà «l Kapferer in his book Strategic Brand Management. According to the American Marketing Association definition introduced by Philip Kotler in Marketing Management, a brand is â€Å"a name, term, sign, symbol, or design, or a combination of them, intended to identify