Think Local-Act Local: Is It Time to Slow Down the Accelerated Move to Global Marketing?

In view of the accelerated move of great corporations towards global marketing, the strategic changes of such companies raise interesting questions. Is marketing globalization reaching its limits after years of implementation? Is it time for companies to rethink their strategies and move back, like Coca-Cola, to a multi-domestic marketing approach?Global Marketing, Multi-Domestic Marketing Approach, Brand Equity, Drawbacks of Marketing Globalization, Coca-Cola

How different are branding strategies in the pharmaceutical industry versus fast mmoving consumer goods ?

The objective of this paper is to analyse the branding strategies used currently in the pharmaceutical industry and compare it to the best practices in Fast Moving Consumer goods. First the authors review the differences in the way branding is defined and organised in pharmaceuticals versus FMCG and identify why branding could be leveraged in the pharmaceutical industry to help it return to strong growth in the future. Second, the authors analyse in detail what branding strategies are currently used within pharmaceuticals and FMCG. The choice of brand names strategies, the level of brand globalisation, the use of brand extension and co-branding as well the situation of brand portfolio management are compared. Based on this benchmarking, the authors offer recommendations to guide future branding development successfully in the pharmaceutical industry

La nostalgie comme source du capital-marque

Il est difficile de comprendre correctement le capital-marque sans examiner les sources choisies par les entreprises pour apporter une contribution positive à la valeur de la marque. Dans cet article, nous accordons une attention particulière à la nostalgie qui a rarement été étudiée comme une source du capital-marque. Nous proposons un cadre conceptuel décrivant la relation de causalité entre l'intensité perçue de la nostalgie évoquée par la marque et le capital-marque. Le capital-marque est représenté par son antécédent, à savoir la valence, la force et la dominance des associations de la marque, ainsi que son effet, prénommé l'utilité additionnelle exprimée en termes de préférence. Nous recommandons également d'utiliser, pour des études futures, des marques anciennes et des marques qui ont disparu du marché, susceptibles de déclencher une réponse nostalgique

Think Local-Act Local: Is It Time to Slow Down the Accelerated Move to Global Marketing?

In view of the accelerated move of great corporations towards global marketing, the strategic changes of such companies raise interesting questions. Is marketing globalization reaching its limits after years of implementation? Is it time for companies to rethink their strategies and move back, like Coca-Cola, to a multi-domestic marketing approach