This study offers insight into international audience reception of Corporate Social Responsibility (CSR) communication. Swedish companies are currently reaching international audiences through a variety of social media channels and this study analyzes how audiences in Sweden and the U.S. respond to specific messages.   Qualitative interviews with professionals offer background information on how CSR is currently communicated while audience responses to CSR communication are gathered through a web-based survey and focus groups consisting of American and Swedish citizens.   Results indicate that the two countries have more similarities than differences. Americans have a slightly more positive outlook on the communication and they are more likely to look up information about CSR initiatives after hearing a corporate message. This might indicate a more profound interest. Cultural and social differences are given as a possible explanation for the key differences.

Resistance of subsidiaries of multinational corporations to global coordination efforts by their headquarters is an important contemporary research subject in the field of international business studies. This case study of sales and marketing organizations in five international subsidiaries of a highly divisionalized corporation illustrates how the capabilities and the willingness to adopt and pursue global strategies is strongly influenced by local situational and organizational factors. The defining business problem was different in each country organization, ranging from product related issues such as quick innovation cycles and price competition, to economic concerns like emerging market dynamics and economic crisis, and other problems related to cultural dissimilarity. A large degree of divisionalization seems to dilute central leadership, as central managers compete for the attention and the resources of the subsidiaries and local managers behave like independent distributors, picking and choosing the most favorable offerings. In order to establish successful leadership in the absence of hierarchical control, intermediate central sales and marketing managers need to first of all internally coordinate their activities towards their local counterparts. Top management needs to establish legitimate authority of intermediate managers by clear definitions of international matrix roles and management procedures. Central sales and marketing managers need to have enough international field experience to be able to correctly assess the different local situations, advance their initiatives in a diplomatic way on all local hierarchy levels and to become overall credible and accepted partners for the local teams. Directly engaging in field activities with local customers and sales teams seems to help achieving these objectives and thus to contribute to the successful enforcement of global strategies.

在當今競爭激烈的全球性經營環境中，許多企業在經營上均遭遇到某種程度的競爭與壓力，為了解決此種問題，它們必須從全球性經營管理的觀點來採取某些適當的策略，並且藉由資訊科技的使用以獲取關鍵性的資源，進而支援公司的全球性策略活動，以獲取競爭優勢。 　　本研究的主要目的，在於針對國內的多國籍企業，其使用行銷資訊系統的現況，做一個普遍性的調查。調查的內容包括：企業組織之策略目標、資訊部門之架構、行銷資訊系統之架構、開發方式、負責管理之單位部門、行銷資訊系統本身所包含之資訊和資訊的來源、主管常面對的決策問題與行銷資訊系統能夠支援的程度、網路行銷的使用情形.....等。此部份研究的主要目的是希望能夠從現有使用行銷資訊系統的企業中，了解此系統所存在的企業環境與背景為何、主管對於此系統的使用情形與態度等。 　　此外，本研究也將分析目前國內的多國籍企業行銷資訊系統的資訊需求。希望藉由此一深入的研究，能夠歸納出一套適用通則，使得目前與未來想要開發行銷資訊系統的企業能有所參考與依據，以期未來開發的成果能應付企業營運之需，提昇企業的經營績效，進而成為企業的一個競爭利器。 / There are many firms facing operational pressures from the global business environment. For the sake of dealing with such dilemmas, these firms must adopt strategies with a global perspective and utilize information technology to gain competitive advantages. 　　The purpose of this thesis is to determine the overall status of marketing information systems (MkIS) for multinational corporations in Taiwan through empirical study. Several aspects of marketing information system usages are described, including strategic goals, organizational architecture, development of system effectiveness, managing departments, information categories, information sources, decision content, and the scenarios for network marketing utilization. 　　This thesis further attempts to establish feasible recommendations for these marketing information systems' critical information elements by analyzing current marketing information requirements for multinational corporations in Taiwan. It is hoped that multinational corporations seeking to undertake successful MkIS development will benefit from recommendations proposed herein, and that these suggestions will help those companies to eventually establish greater operational effectiveness and competitive advantages.

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.

Tomas Friedman 的著作The World is Flat（世界是平的）中提及在21世紀是抹平的世界，無限商機的世界。從全球經濟發展的角度來看，全球企業面對的市場是一個無國界的平面，國際競爭更加劇烈。在這個全球市場競爭劇烈的環境中，中國企業要能在全球市場中立足與競爭的首要條件就是站穩中國市場，在國際競爭市場中發展獲利，最重要的就是打造中國企業品牌發展為國際化品牌。中國企業若想在國際市場上進行品牌行銷，中國製造的經營哲學及營運模式必須重新進行調整，才能在國際市場上建立自身的品牌（International Branding）。 2008年為中國改革開放的30週年，品牌國際化趨勢是21世紀全球市場競爭發展的趨勢，國家競爭力的強弱程度也在於中國企業擁有國際化品牌的多與少。面對不同國家和區域的競爭環境市場，探討中國企業要發展為國際化品牌的關鍵能力為相當重要之課題。 本研究是從全球化企業品牌國際化與中國企業品牌國際化著手，來探討個案公司品牌國際化。進而探討個案公司品牌國際化發展關鍵能力，包含企業品牌核心能力、持續創新力、環境適應力與組織內部能力，以及在品牌國際化管理流程的四個階段：分別為評估階段、市場進入策略規劃階段、品牌行銷策略規劃階段、和執行階段。本研究將個案公司結合這四力的現況與關連，然後提出有關未來發展的建議並將藉由中國企業的個案研究，結合中國企業國際化、國際行銷管理及品牌管理的理論與文獻，以管理的觀點，點出中國企業品牌國際化發展的關鍵能力，提供給中國企業在全球化市場下發展品牌國際化的參考，同時也希望能對相關學術研究有所助益。 / 21st century, as being described in the book “The World is Flat” written by Tomas Friedman, is a flat world with unlimited business opportunities generated by globalization whereas the competition within is also fierce. In order to be competitive in this context of global market environment, it is recognized by growing Chinese enterprises the importance to win in domestic China market first, where being identified as the next biggest consumption market after U.S, further to develop company competence for wining a place as an international brand. It is also being acknowledged that Chinese enterprises have to experience continuous business process as well as management philosophy evolvement in order to achieve this ultimate goal – building an International Brand in global market. The tendency of the local brand to be international is as well an index to observe the competitive ability of a country in global market. While year 2008 is the 30th anniversary for China's reformation, the potentials for current Chinese enterprises to develop International Brands also speak for China national competence. It is a focus to examine the competitive capability embraced by Chinese enterprises for developing international brands while reviewing current global commercial markets. This study aims to exploit the competitive capability within Chinese enterprises to develop international brands, which include Core Competency, Innovation Sustainability, Environment Adaption, and Organization Capability. In addition, four stages for Brand Management process are also reviewed: Brand Evaluation, Market Entry, Brand Marketing as well as Brand Execution. Case study is the methodology applied in the study, in which four Chinese enterprises – L company in 3C industry, H company in domestics appliances industry, Li company in sport retailing industry, are presented with in-depth interview conducted from L company, H company, Li company in year 2009.

Made available in DSpace on 2010-04-20T20:47:52Z (GMT). No. of bitstreams: 0 Previous issue date: 2003-05-26T00:00:00Z / Ainda existe muito questionamento sobre a eficiência da comunicação Global. A tese aborda as variáveis que influenciam o processo de globalização e as conseqüências sobre a CIMG - Comunicação Integrada de Marketing Global, estabelecendo um paralelo sobre a sua aplicação no Brasil por meio de pesquisa junto às agências de São Paulo, Brasil. Apresenta novas definições para a comunicação integrada de marketing em três níveis de abrangência geográfica e propõe um modelo das condições necessárias para que a comunicação possa produzir melhor resultado. / Many questions remain over how advertising can be implemented successfully. The thesis considers the variables that have some influence in the globalization process and its consequences on GIMC - Global lntegrate Marketing Communication. The author traces the level of GIMC implementation in São Paulo through a survey among advertising agencies. Furthermore, a new definition is presented for IMC - Integrate Marketing Communication in three geographical coverage levels - domestic, regional and global - and proposes a model for the use of integrate communication establishing the necessary conditions for better results.

Submitted by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-22T13:48:48Z No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-22T13:49:29Z (GMT) No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-22T13:49:37Z (GMT) No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) / Made available in DSpace on 2013-10-22T13:50:08Z (GMT). No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) Previous issue date: 2010 / Considerando o crescente número de empresas brasileiras que tem investido em unidades operacionais no exterior e a necessidade de criar a identidade de uma corporação transnacional, esta pesquisa objetivou explorar a existência e a influência de um processo estruturado de construção de marca corporativa global por parte de empresas transnacionais brasileiras do segmento business to business. Um estudo múltiplo de casos foi realizado entre cinco empresas significativas listadas no ranking de transnacionalidade. Ao final desta pesquisa, foi possível verificar que embora todas as empresas estudadas afirmarem possuir um processo de construção de marca corporativa global, tal fato não se confirmou. Também verificou-se que o nível de maturidade do processo entre as empresas é diverso, bem como a sua importância no sucesso da internacionalização, diante das características distintas das corporações estudadas. Uma série de dificuldades neste processo, bem como as soluções adotadas e propostas são indicadas. A relevância dos diversos stakeholders no Brasil e no exterior no processo de internacionalização foi analisada, e entre as empresas estudadas não houve uma forte distinção destes no Brasil e no exterior. Verificou-se haver aderência entre os processos espontâneos de construção de marca corporativa das empresas e as linhas de pensamento dos pesquisadores estudados, existindo peculiaridades na maneira em como o processo se estabelece e em como a identidade corporativa se expressa. / Considering the increasing number of Brazilian companies that have invested in operational units overseas and need to establish the identity of a transnational corporation, this research aimed to explore the existence and the influence of a structured process of building a global corporate brand by Brazilian TNCs from the business to business segment. A multiple case study was conducted between five major companies listed in the ranking of transnationality. At the end of this study, we observed that although all the studied companies claimed to have a process of building the corporate brand globally, that fact was not confirmed. It was observed that the maturity level of the process and its importance in the success of the internationalization is diverse among companies, given the distinct characteristics of the corporations studied. A number of difficulties in this process and the solutions adopted and proposals are indicated. The relevance of the various stakeholders in Brazil and abroad in the internationalization process was analyzed, and among the studied companies there were not solid differences in Brazil and abroad. It was found to have adhesion between the spontaneous processes of building the corporate brand and the lines of thought of the researchers studied, even though there are peculiarities in the way as the process is established and how the corporate identity is expressed. KEYWORDS: