Global Brand Expansion
Contents: Preface. 1. The brand within. 2. The role of the brand principle. 3. The customized brand: introducing the concept. 4. Know your customers. 5. Brand leverage. 6. Brand management. 7. Enhance competitiveness: based brand identity. 8. Crises and the signaling ability of brands.
In contemplating foreign market entry, a firm should separate ownership decisions from control decisions. We note, current industry structure means that the decisions regarding ownership and management involve two steps. First, entrants must decide whether to own the facilities in which their businesses will operate. The second step is to decide whether the chain itself will manage the property, whether the property will be operated by a management company, or whether it will be locally managed.
Building on a prior study on international market entry strategies, this book argue that expanding brand should also make separate ownership and control decisions for each business activity involved in the foreign operation. Of special interest to the service industry are two particular business activities: investment in physical facilities and control of operations and marketing. (jacket)
In contemplating foreign market entry, a firm should separate ownership decisions from control decisions. We note, current industry structure means that the decisions regarding ownership and management involve two steps. First, entrants must decide whether to own the facilities in which their businesses will operate. The second step is to decide whether the chain itself will manage the property, whether the property will be operated by a management company, or whether it will be locally managed.
Building on a prior study on international market entry strategies, this book argue that expanding brand should also make separate ownership and control decisions for each business activity involved in the foreign operation. Of special interest to the service industry are two particular business activities: investment in physical facilities and control of operations and marketing. (jacket)
