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Internationale Markenstrategien

Internationale Markenstrategien

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658119676
Condition
New
Product Description

Michael Mller entwickelt auf Basis eines identittsbasierten Markenverstndnisses und dem Status quo der Forschung ein Modell zur internationalen Markenstandardisierung. Fr die berprfung des Modells fhrt der Autor eine Untersuchung in der Automobilbranche in 13 Lndern durch. Er belegt damit einen inversen U-frmigen Zusammenhang zwischen der Markenstandardisierung und dem Markenwert. Dadurch ist erstmals der empirische Nachweis erbracht, dass eine glokale Markenstrategie eine hhere Erfolgswirkung verspricht als eine globale oder lokale. Kulturelle und politisch-rechtliche Unterschiede der Lnder sind dabei zu bercksichtigen.

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