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For several decades now, we are experiencing an unavoidable and strongly growing market globalization. Beyond the traditional export business, industrial globalization keeps penetrating the world's countries and markets under many different forms of internationalbusinesses and strategic alliances. This term paper describes, justifies and compares two forms of cross-border business expansion strategies into the Brazilian Market that a Multi-National-Corporation (MNC) may resort to: Foreign Direct Investment (FDI) and International Joint Venture (IJV). Their implementation strongly depends of the market type that a host country offers. A common denominator of both international market entry modes is the obviously advantageous presence of interests of the involved MNC's when trying to expand their businesses into host countries. This direct presence in a host country means additional speed to market and provides the MNC's far more possibilities of establishing, conducting and controlling international businesses, than the traditional export business.The generalizing statement made in the paragraph above is only meant to provide an introductory feeling on how the market of a host country determines the strategy for business expansion. Naturally, there are far more important facts and reasons to be considered thatultimately force investors into conducting extensive, deep and detailed analysis of not only the market conditions and structures found inpinpointed host countries of their interest, but much more must they make profound and accurate analyses of the socio-cultural and political dynamics that overlay the people which they will rely on, as well as work and cooperate with in the host country. Only a very careful and detailed preparation of their business expansion plan under all aspects involved will enable them to enter, expand, subsist and succeed in a host country. Needless saying here is that there is no easy common way out, since most host countries have very diverse cultures and customs that are seldom known to the interested investors.The dynamic issue of industrial globalization and international business expansion gets overly well reported on, as well as commented and documented in the world wide Internet. For this reason I chose to compile and comment relatively recent information obtained over the Internet, complementing and concluding it with some backing and legitimizing information derived from the UNCTAD and OECD annual reports....
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Luxury as is the case with most abstract notions has a somewhat floating and mercurial character. It has undergone considerable changes during the last centuries (Kapferer 2008; Lasslop 2005; Valtin 2008) and there are good reasons for supposing that the concept will be subject to changes in the future as well. Luxury finds its expression in tangible products or services and there is a huge industry which caters to the needs of those who can afford the ultimate in price and quality. We will try and analyse the ways and means with which luxury goods succeed in finding or defending their position in this highly competitive market (Strauss 2011: online). In order to better understand the concept of luxury in our time it is useful to highlight some historical and economic factors which have contributed to the shaping of our present-day perception without attempting an in-depth historical or sociological analysis.
In today's virtual era, the power of word-of-mouth has grown dramatically. Online customer-to-customer articulations have been proven to impact consumer attitudes and behavior and have therefore direct impact on a product's success and a company's performance. The aim of this paper is to approach a response to the question how companies should deal with negative electronic Word-of-Mouth (eWOM). After a brief introduction to prior research of eWOM and its valence, the development and consequences of negative online articulations will be dis-cussed. Following the relevant eWOM and company parameters are identified that determine the impact of negative eWOM on a brand. The first step in approaching a response decision which is tracing and measuring online articulations is ex-plained and resulting coping strategies in form of direct and indirect reactions to negative eWOM are illustrated. Finally, the paper explains how companies can guard against negative eWOM.
Now in its 7th edition, Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised, and every chapter has been carefully updated with special attention to the latest developments in marketing. To accomplish this, Professor Malcolm McDonald has been joined in this edition by Professor Hugh Wilson, a leading expert on CRM and multichannel strategy as well as marketing planning.
Major changes to this edition include new chapters based on the very latest research on:
Marketing Plans is designed as a tool and a user-friendly learning, resource. Every point illustrated by powerful practical examples and made actionable through simple, step-by-step templates and exercises.
The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands-on guide to implementing every single concept included in the text.
"It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written. It is a best-seller in Europe and I strongly recommend the book to anyone wih an interest in marketing planning."—Warren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York
"I am extremely impressed by the step lucidity of what is presented."—Dr D. H. Eaton, North Carolina University
"A book reaching the quantities sold of Marketing Plans must be a book that is really used. It is not difficult to see why. Malcolm McDonald writes about what to do in marketing and how to do it. Unlike many academic marketing writers, he will never let you forget that marketing ends with –ing."—Kenneth Simmonds, Professor of Marketing and International Business, London Business School
"Malcolm McDonald is clearly one of the most respected Professors of Marketing in Europe and the author of a number of outstanding books. The fact that Marketing Plans has been such a massive seller offers testimony of this. McDonald writes with clarity and insight that is becoming increasingly rare today. It is powerful, up to date and has proved that it works. I recommend it to you!"—John D. Ryans, Jr, Bridgestone Professor of International and Professor of International Marketing, Kent State University, Ohio
Strategy in Practice presents a practitioner-focussed approach to strategy. Rigorously founded on current thinking and theoretical concepts in the field of strategic management, it aims to:
The book offers students and executives the tools they need to develop insight or 'get the big picture' on the basis of limited information and fast reaction to unexpected crisis. Its concise format will make it a popular primer for all readers.
Do you see branding as the key to the success of your business but aren't sure where to start? This book, written by enthusiastic experts, will help you to maximise your brand, even in a downturn. All aspects of branding are covered including brand creation and protection. Fascinating case studies of famous brands, including the disaster stories, nail their advice in the real world.
All aspects of branding are covered including:
- what is a brand and why it is heart, soul and core of a business
- brands in a recession, including the success stories
- methods to value a brand
- brand focus
- brand creation and structure
- brand audience and brand vision
-importance of creativity
- brand implementation
- personal branding
- brand protection- trademark, intellectual property
- brand delivery
Throughout the book the authors include their own extensive experiences and guidance. A multitude of fascinating case studies include Harley Davidson, IKEA, Aldi, Lego, Cadbury and the Apple iPod plus the disaster stories such as Woolworths and MFI are given throughout the book to nail the advice given in the real world. Even examples of branding behaviour such as Susan Boyle, banks and MPS are analysed!
NOT GOT MUCH TIME?
One, five and ten-minute introductions to key principles to get you started.
Lots of instant help with common problems and quick tipsfor success, based on the author's many years of experience.
Tests in the book and online to keep track of your progress.
EXTEND YOUR KNOWLEDGE
Extra online articles at www.teachyourself.com to give you a richer understanding of computing.
In Motivate to Win Richard Denny shows how you can transform your dreams of success into reality by becoming more motivated.
Motivation is essential for business survival as well as a rewarding personal life, so learning the skills and techniques to improve it is never time wasted. This stimulating book covers every aspect of this important life-skill including, how to become highly motivated and achieve goals, understanding what motivates others and inspiring them, and avoiding the pitfalls of de-motivation.
Richard Denny defies anybody not to attain greater achievements by following the techniques in this book. For anyone who wants to motivate themselves or those around them, this book is the key to great results.
What is cool? Who knows. But there is one thing every marketer does know– nothing increases sales like cool does. In The Cool Factor, Del Breckenfeld, a long-time marketer at Fender® Musical Instruments Corp., presents an inside look at how Fender became the coolest name in musical instruments and how marketers at Fender partnered with cool products, musicians, and events to up their "cool factor" even more. If you're a marketer, The Cool Factor offers lessons for keeping your brand on top.
To analyse the consumer behaviour presents an important criteria to be successful in the airline industry. This text gives answers to most relevant questions regarding consumer behaviour, using Air Lingus as an example. Finally, it includes a plan to implement a relationship marketing programme.