Building Credible Brands in (Post-)Globalizing Markets

Research
Marketing, Sales and Communication, Strategic Management

1572 vues

Consumers in Western markets are increasingly critical towards globalization and re-embrace local values. Companies thus must decide whether to continue to pursue global branding strategies and/or rejuvenate local branding strategies. To explore the implications of market globalization for consumer preferences, we use signaling theory to investigate the role of perceived brand globalness and localness as signals of brand credibility, related downstream effects and boundary conditions, across two countries with differing levels of globalization. In globalized markets, brand globalness is a weaker signal of brand credibility than brand localness, whereas in globalizing markets, the two signals are of equal importance.

Liens et ressources

Mots clés

Brand Credibility, Global Brands, Globalization, International Marketing, Local Brands

Auteur.e(s)

MANDLER Timo
Assistant professor
TBS Education

Institution(s)

Vidéos de la même institution

04:17

Coping with the unpredictable by developing the team’s plasticity

When time is of the essence and teams face unexpected contextual changes, they must adapt quickly, sometimes even in real time, that is, they may have to improvise. This paper adopts an inductive approach to explore how teams decide to engage in improvised adaptation, and what happens during those processes for improvisation to be successful. The study analyzes improvisation from the perspective of paradox theory and identifies six paradoxical tensions driven by these contexts: deployment, development, temporal, procedural, structural, and behavioral tensions. We propose a dynamic equilibrium model of team improvised adaptation that leads to team plasticity.

ABRANTES Antonio - TBS Education |

Research
Innovation Management

04:48

Entrepreneurial Ecosystems in Cities and Regions

The concept of an ‘entrepreneurial ecosystem’ has become a major means for both theorizing and making policy decisions concerning entrepreneurship, innovation and economic development. The notion of an entrepreneurial ecosystem captures the way in which entrepreneurship is increasingly performed and undertaken via the innate interdependencies existing between the elements and components of what are essentially biotic communities (consisting of complex interactions between human agents and an array of tangible and intangible components). This book takes a multi-lensed view and perspective on the emergence of entrepreneurship within ecosystems in cities and regions, the manner in which these ecosystems evolve and operate, as well as their future development. This introductory chapter provides some initial theoretical background relating the nature of ecosystems in the context of entrepreneurship and urban and regional development before providing a summary of the book’s three parts: (1) The Emergence of Entrepreneurial Ecosystems; (2) The Evolution of Entrepreneurial Ecosystems; and (3) The Future of Entrepreneurial Ecosystems.

THEODORAKI Christina - FNEGE |

Trends
Entrepreneurship

04:00

The dark side of networking

De nombreuses jeunes entreprises ne survivent pas aux premières années d'activité. Des études antérieures suggèrent que les réseaux jouent un rôle dans la réussite des jeunes entreprises, mais cet effet positif a des limites. L'objectif de cet article est de répondre à la demande d'une meilleure compréhension de la face obscure des réseaux et des variables qui conditionnent la probabilité de survie des entreprises en phase de démarrage. Sur la base d'une étude empirique menée dans deux pays différents, les résultats montrent qu'une mise en réseau efficace dépend de la situation économique et du potentiel créatif de la jeune entreprise.

ABRANTES Antonio - TBS Education |

Research
Entrepreneurship, Innovation Management, Organizational Theory

03:59

Opening up corporate political strategizing

J'explore ce qui se passe lorsque des cadres supérieurs essaient d'inclure des salariés non experts dans la formulation et la mise en œuvre d'actions stratégiques marquées par des niveaux élevés de complexité et d'incertitude. Mes conclusions seront pertinentes pour quiconque qui cherche à introduire de nouvelles pratiques organisationnelles dans des environnements d'entreprise hostiles ou sceptiques. Elles devraient être particulièrement intéressantes pour les chercheurs qui étudient la stratégie ouverte, les actions politiques des entreprises et les logiques institutionnelles au niveau organisationnel.

BARRON Andrew - TBS Education |

Research
Organizational Theory, Strategic Management

Vidéos de la même thématique

How Social Robots Mitigate Emotional and Social Loneliness

Loneliness is a widespread concern among older adults, profoundly affecting their well-being. Social robots—designed to engage in social interactions and form emotional connections—are increasingly perceived as social actors in human-robot relationships and offer promising potential to alleviate loneliness. This study examines how older adults interact with social robots to address different forms of loneliness and enhance their subjective well-being. Across a pilot correlational study and two experiments, the results reveal two distinct mechanisms through which social robots improve well-being: attachment for individuals experiencing emotional loneliness and social integration for those facing social loneliness. This research contributes to the literature on loneliness, transformative consumer research, and human–robot interaction.

Research
Marketing, Sales and Communication

How should businesses react when a populist leader takes power?

The video examines how businesses are affected when a populist leader comes to power. It highlights the political and economic uncertainties companies may face. The discussion focuses on how firms can adapt their strategies and governance. It emphasizes the importance of understanding the broader political and social context. The video reflects on the role and responsibilities of businesses in a populist environment.

CORINA Margherita - |

CARBALLO Alfonso - NEOMA Business School |

Research
Governance, International Management, Strategic Management

Activity Engagement Purchases and Happiness

This research develops a new conceptual framework based on use intention for classifying purchases. Accordingly, it moves past the dominant material vs. experiential dichotomy as well as adding a third purchase type: activity engagement purchases, which are defined as purchases that support sustained consumer activities overtime. This new typology is empirically examined to understand how different purchase types contribute to consumer happiness. Activity engagement purchases emerge as a conceptually and empirically distinct type of purchase that consumers can readily classify and recall. Activity engagement purchases also generate greater happiness than material or experiential ones – which is found to be driven by their ability to fulfill consumers’ competency needs and facilitate value expression.

HAWKINS Matthew - Burgundy School of Business |

Research
Marketing, Sales and Communication

Human artificial intelligence at the service of hyperperformance

Artificial intelligence is already transforming lives and organizations. It brings a huge potential, for example, to achieve hyper-performance. Which is not about adding more trainings. But rather finding and removing obstacles from human minds. And artificial intelligence can facilitate that efficiently. It can help us to learn more about our own intelligence. Thus, giving us a unique chance to finally re-unite both intelligences.

STIBE Agnis - EM Normandie |

Research
Digital Transformation, Higher Management Education, Human Resources Management, Innovation Management, Prospective, Strategic Management

Marketing, Sales and Communication

Strategic Management

Building Credible Brands in (Post-)Globalizing Markets

Auteur.e(s)

Institution(s)

Vidéos de la même institution

Vidéos de la même thématique

S'abonner aux vidéos FNEGE MEDIAS