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'Going global, acting local - communicating global brands to global markets'.
Pages 8 (2008 words)
Going global, acting local - communicating global brands to global markets Name of the Student University Table of Contents Table of Contents 2 Introduction 3 Global, Local and Glocal Strategies 3 Globalization 3 Localization 5 Glocalization 7 Macro factor that may affect Zara in future 8 Recommendations 9 REFERENCES 10 Introduction In the present era the major challenge for the global corporation is to decide and adapt to a marketing strategy.
For instance the issues related to the differences in the cultural, political, social and economical factors. This report highlights on the Global, Local and Glocal Strategies followed by various brands. Global, Local and Glocal Strategies The theory of standardization for the marketing activities works on a marketing level but is often seen to lack richness of details that is needed to act at a tactical and operative level. Marketers of multinational organizations are facing difficulties in creating products and advertising programs that can communicate effectively with the diversified target markets. To provide a solution to this problem and assist in this task various frameworks have been developed that would determine the degree of effort required and which effort to follow global, local or mixed. Globalization Robertson (1992, cited by Waters, 2002) stated that globalization can be defined as a concept that leads to compression of the world and at the same time intensifies consciousness. Speaking broadly two complementary disciplines namely sociology and political economy are seen to make significant contribution to the study of globalization (Coca-Stefaniak & Parker, 2010). ...
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