11 research outputs found
Marketing mix standardization in multinational corporations: A review of the evidence
10.1111/j.1468-2370.2007.00213.xInternational Journal of Management Reviews94303-32
The strategic planning index: a tool for measuring strategic planning effectiveness
Little empirical research exists on the measurement of strategic planning effectiveness. The authors propose a new approach: the strategic planning index (SPI). The SPI is tested on the hotel sector. Findings suggest that the SPI can be particularly useful for corporate and hotel unit managers in evaluating their strategic planning processes
Branding Strategies of Born Globals
Born global companies have now been studied for a decade. However, little has been written specifically about the challenges facing born globals in their branding endeavours. This research examines the branding strategies of 30 Finnish small and medium-sized born globals. The experience, qualities and global orientation of the founder and the top management team are found important for the success of the born globals in their branding achievements. A key argument is that business-to-business and business-to-consumer born globals differ as to their branding strategies and approaches. The analysis reveals a major imperative; branding strategies are dynamic and depend on the globalisation degree. Copyright Springer Science + Business Media, Inc. 2005born globals, marketing strategies, branding strategies, degree of marketing standardisation, number of brands, brand building approach,