In recent years, the golf industries in Taiwan have been facing the difficulties that they have ever met, while they were adopting the OEM model (original equipment manufacturing). Because the advantages of lower labor costs and raw material were taken by China and other countries, the industries have to consider the OBM model (original brand manufacturing) and international marketing. The research was conducted with the experts¡¦ interviews and case studies in Taiwan. Through the understanding of the golf industries in Taiwan and the interviews, we concluded seven propositions of the suggestions to marketing in USA for the Taiwanese golf industries.

<p>The market is flooded with new concepts, some of them are working better than others. The</p><p>concept conciergeries is a relatively new concept on the European market, which is well</p><p>known on the US one. However, entering a new market with a new concept is not always easy</p><p>as there are some factors to be considered by the company.</p><p>The objective of this thesis is to provide the reader with a theoretical part, which is led by our</p><p>defined model in the introduction. In the empirical part the gathered information is presented</p><p>in order to compare the theory and the data gathered in the analysis. Furthermore the aim of</p><p>this thesis is to prove if a particular market – namely Sweden – is ready for introducing such a</p><p>concept. During the survey, the Swedish market and the Swedes has been regarded in more</p><p>detail to compare it with the pioneer (US) and the given market (France). To confirm/not</p><p>confirm the first statement, the authors made an interview with one potential customer in</p><p>Sweden. In the end a conclusion and some recommendations are given to the reader.</p>

The market is flooded with new concepts, some of them are working better than others. The concept conciergeries is a relatively new concept on the European market, which is well known on the US one. However, entering a new market with a new concept is not always easy as there are some factors to be considered by the company. The objective of this thesis is to provide the reader with a theoretical part, which is led by our defined model in the introduction. In the empirical part the gathered information is presented in order to compare the theory and the data gathered in the analysis. Furthermore the aim of this thesis is to prove if a particular market – namely Sweden – is ready for introducing such a concept. During the survey, the Swedish market and the Swedes has been regarded in more detail to compare it with the pioneer (US) and the given market (France). To confirm/not confirm the first statement, the authors made an interview with one potential customer in Sweden. In the end a conclusion and some recommendations are given to the reader.

The importance of branding in the consumer market has been emphasised in many studies. In contrast, branding in the industrial markets is under researched. Even so, few researches on motor oil have been conducted. Motor oil is a good example of an important industrial brand due to its use in the production of other goods. Thus, by studying branded motor oil products in two distinct economies, Nigeria and the UK, the thesis aims to understand the nature and extent of branding industrial products, based on comparing and contrasting aspects of motor oil branding in the two contrasting economies. The choice of comparing the two economies is significant bearing in mind that global brands operate globally, hence the need for a more appropriate global strategic orientation. The dearth of studies in this area supports the rational for the use of grounded theory as research strategy. To fill this gap, the study employed a multi methods research approach by employing the use of exploratory qualitative approach. The thesis utilised a longitudinal archival study to gain insight of motor oil branding. Participant observations in the supply chain of the two countries allowed gaining understanding of motor oil branding. Interviews and documents contributed to knowledge to allow triangulation of the findings. The findings suggest that a collection of branding strategies are done by focusing on inter firm relationships, purchase behaviour, effective distribution and various supporting services in the aftermarket. The thesis reveals motor oil functions between the consumer and the business markets with several branding strategies to attract awareness and differentiation. Additionally, the thesis develops a model of the branding strategies of low involvement, branded motor oil products. The model shows various branding strategies through the middlemen to the two markets (i.e. garages (B2B) and retail (B2C)). This research contributes to the literature by identifying the branding behaviour of a hybrid brand from the supply chain perspectives, showing an inter link of branding in both markets. The research further extends understanding of market behaviour of low involvement, business brands. The study further contributes to literature by understanding the effect of foreign brands operating in developing economies like Nigeria. In practice, the findings offer improvement of branding strategy especially with global brands that cross borders to operate in different economies.

Leadership branding is a relatively new construct in academic literature. It has been largely written about in popular press articles in order to describe the brand exhibited by the leadership of the organisation. The leadership brand influences the behaviour of the employees as well as the perception of the external stakeholders. The influence on the stakeholders’ are largely through the leadership’s interaction with the stakeholders as well as their involvement in establishing and managing the corporate brand of the organisation. A strong corporate brand has been proven to provided benefits to an organisation; the influence the leadership has on corporate brand creation and management thus directly affects the benefits. Considering there are no studies investigating the leadership brand relative to the corporate brand, a list of attributes by Ulrich and Smallwood (2009) was modified in order to fulfil the purpose of the study; to determine whether a leadership brand exists and whether it has any relationship to the corporate brand. Exploratory quantitative analysis was used in order to achieve the research objectives. The questionnaire was distributed to 140 employees of a large mining organisation in South Africa. It was found that a leadership brand is present within the organisation and that it relates well to that of the organisation’s corporate brand. The analysis of the results revealed that there are a distinct group of brand attributes displayed by the leadership of the organisation that culminate in the development of the organisation’s corporate brand. Further investigations regarding how the demographics of the respondents influenced their perception of the leadership brand yielded no conclusive evidence, thus indicating that that the leadership brand is achieved regardless of the composition of the organisation. The findings from the research have contributed to the current academic knowledge regarding the leadership brand. Furthermore, the research can assist organisations in constructing and managing the corporate brand of the organisation. Identifying the leadership brand and ensuring that the organisation’s communication is aligned with that of the leadership brand assists in creating brand consistent behaviour within the organisation and establishes credibility with external stakeholders. / Dissertation (MBA)--University of Pretoria, 2013. / ccgibs2014 / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted

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

No / This paper's objectives are first to analyse the patterns of research on international brands and branding so far, secondly to provide a definition for international branding based on these previous studies in the field, and finally to suggest fruitful paths for future research in this area. Content analysis of academic papers published in major marketing, advertising and international business journals. The field of international branding is broad and has developed in the course of the last 30 years in different directions and with different understandings of what the term refers to. This paper gives an overview of these directions, of the different understandings of the term found in the literature, proposes a definition of international branding, and finally suggests paths for future research. As with all literature reviews, this paper is limited to analysing works in a selection of the top academic journals in the field. However, a careful choice of the most important journals has been made, providing a good reflection of the knowledge in the area.

Recent developments in the theories of export marketing have resulted in the conceptualisation of export market orientation in the manufacturing industry. However, little research investigating the concept of export market orientation in the higher education context exists, despite the importance of the export market in shaping the direction of the marketing of higher education. Building on the existing literature on export marketing and higher education marketing, this research offers a conceptualisation of export market orientation in universities and its antecedents and consequences from a managerial perspective. A mixed-method research design was adopted, consisting of two main phases. The first phase involved conducting key informant interviews with the international marketing managers of UK universities. Together with the literature review, an analysis of the key themes led to the development of research hypotheses and an operational model. The model was tested in the second phase with a survey directed at the international marketing managers of different UK universities. Partial Least Squares structural equation modelling was used to analyse the survey responses. The structural model showed a good fit with the data and good convergent, discriminant and nomological validity and reliability stability. This research is the first to formulate and develop the concepts of export market orientation and export performance in the higher education context. The outcome of this research adds new perspectives to the growing body of higher education marketing literature, and suggests directions for future research. This research also offers important implications for management bodies in universities, academia and public policy-makers alike.

<p>Our study deals with the concept of regional trade blocs or open borders </p><p>(Nordic Region) and their impact on the Marketing Mix Strategies of the firm. The </p><p>purpose of our study is to analyze the regionalization concept as company point </p><p>of view and then its impact on the marketing mix strategies of a company </p><p>operating in Nordic Region. To get the appropriate data for this, we studied a </p><p>telecommunication company based in Norway and operating in Denmark and </p><p>Sweden as well. We adopted the inductive approach and case study method, </p><p>and our study is based on our research findings, on the basis of which we </p><p>developed our own model. The model discusses certain variables and factors </p><p>which influence the marketing mix decisions of the company. </p><p>The study results show that company felt the reality of open market and </p><p>trying to get the advantages of this opportunity by modifying or reorganizing its </p><p>marketing mix strategies according to the open market conditions. Innovation and </p><p>product development according to the customer demands in different markets </p><p>forced the company to take attention about their product line and product </p><p>components. Competition in local and regional market forced the company and </p><p>they based their price strategy on competition so competition became a driving </p><p>force for the company’s price strategy. Open borders gave a number of </p><p>alternatives to position the products and Telenor is using different distribution </p><p>channels which vary from market to market and country to country. Company </p><p>adopted trans-border strategy for the easiness of their end consumers and used </p><p>different brand names in different markets but with single logo at all.</p>

<p>This thesis is concerned with measuring the extent to which the market of mobile telephone companies is influenced by their brand reputation in international marketing. The analysis investigates the relative importance of brand reputation in the marketing of products in the mobile telephone industry. </p><p>The work comprises a study within the context of a quantitative survey of marketing information analysis. A survey is carried out by administering questionnaires on a sample of mobile telephone users within the ages of 18 and above from an international student environment at Halmstad University. Watching over your brand reputation is rationally the ideal means of benefiting from a companies brand equity management. </p><p>The findings provided useful information that may serve mobile telephone companies to strategically position themselves in the competitive international market, thereby improving their overall sales as well as market share. It can equally serve as decision guidelines to brand managers while making meaningful contributions to their companies.</p>