Consumers in Western markets are increasingly critical of globalization and are returning to local values. Companies must therefore decide whether to pursue global brand strategies and/or rejuvenate local brand strategies. To explore the implications of market globalization on consumer preferences, we use signal theory to investigate the roles of perceived globality vs. perceived brand locality as signals of brand credibility, associated downstream effects and boundary conditions of application. This study is carried out in two countries with different levels of globalization. In globalized markets, perceived brand globality is a weaker brand credibility signal than perceived brand locality, whereas in globalizing markets, both signals are of equal importance.
04:48
The concept of an "entrepreneurial ecosystem" has become a major means of both theorizing and making policy decisions about entrepreneurship, innovation and economic development. The idea of an entrepreneurial ecosystem captures the way in which entrepreneurship is increasingly realized and undertaken through the innate interdependencies existing between the elements and components of what are essentially biotic communities (consisting of complex interactions between human agents and a range of tangible and intangible components). This book takes a multi-faceted perspective on the emergence of entrepreneurship within ecosystems in cities and regions, how these ecosystems evolve and operate, and their future development. This introductory chapter provides initial theoretical background on the nature of ecosystems in the context of entrepreneurship and urban and regional development, before giving a summary of the three parts of the book: (1) The emergence of entrepreneurial ecosystems; (2) The evolution of entrepreneurial ecosystems; and (3) The future of entrepreneurial ecosystems.
THEODORAKI Christina - TBS Education |
- Tendances
- Entrepreneuriat