Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers - Archive ouverte HAL Access content directly
Journal Articles Journal of International Marketing Year : 2004

Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers

(1) ,
1

Abstract

In the current context of globalization, firms have concentrated their efforts on the development of international brands. As a result, international brand portfolios have been restructured, and many successful local brands have been eliminated. This article's objective is to improve the understanding of local brand differences and competitive advantages relative to international brands. To achieve this, the authors reanalyzed the Young & Rubicam database Brand Asset Valuator and examined more than 744 brands across the four largest countries in Europe: the United Kingdom, Germany, France, and Italy. The authors discuss the managerial implications of the findings for international marketers as they develop their ideal international brand portfolios.
Not file

Dates and versions

hal-00781539 , version 1 (27-01-2013)

Identifiers

  • HAL Id : hal-00781539 , version 1

Cite

Jean-Noël Kapferer, Isabelle Schuiling. Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers. Journal of International Marketing, 2004, 12 (4), pp.97-123. ⟨hal-00781539⟩

Collections

HEC
197 View
0 Download

Share

Gmail Facebook Twitter LinkedIn More