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Internationale Markenstrategien
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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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