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Business
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| Number of pages / Number of words: |
9 / 2410 |
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They further suggest that differences between countries are more a matter of degree rather than direction (Boddewyn et al, 1986) and thus the marketing mix from a global brand must be focused on the similarities of consumers around the world. Drawing upon Melewar & Claes (2004), the major benefits from standardization can be summarized as economies of scale, consistent brand image and cost reductions in planning and control...
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Drawing upon Melewar & Claes (2004), the major benefits from standardization can be summarized as economies of scale, consistent brand image and cost reductions in planning and control.
ADAPTATION:
Proponents of the adaptation school of thought, on the other hand argue that the difference between cultures is so vast that standardization is not possible (Solberg, 2002)...
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TO WHAT EXENT IS COCA-COLA BRAND IMAGE RESPONSIBLE FOR ITS SUCCESS?
Discuss the company’s reputation (Justified or not) in light of the concept of “managing interdependence around the world.” What does it take to be a “good citizen” in host countries? How well has Coca-Cola fared in this regard? What doe...
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