Archivos de la categoría: Miscellaneous

What is Global Branding Strategy

Managers are gradually recognizing that brands are among their firms most valuable assets. Strong global brands allow companies to increase their international revenues and growth. Global branding also helps to improve margins by ...

What is Global Benchmarking

Global benchmarking is the process of identifying best practices in organizations anywhere in the world to seek information that can help an organization to measure and compare its performance against those best practices in order...

What is Globalization

Globalization is the ever-increasing process of integration of local and regional markets into one unitary market of products, services and capital. The main results of this process have been an increase in the interdependence of ...

What is Gnomes of Zurich

The Gnomes of Zurich is an old tongue-in-cheek term for the Swiss market, and especially Swiss bankers. The term was first used by Harold Wilson, the Shadow Chancellor of the British Parliament in 1964, who believed the Swiss were...

What is Global Structure

A multinational firm’s organizational structure that reflects the “global” philosophy that the world is basically one homogeneous market is called a “global structure.” For example, by this philosophy...

What is Global Product Divisions

Global product divisions are part of a multinational’s organizational structure when the primary division of the firm’s activities is based on product (or service) categories. For example, an automobile manufacturing f...

What is International Marketing Research

With the fast pace of globalization, the necessity to understand customers in all corners of the globe is becoming imperative. Hence, overcoming the challenges of international marketing research is rapidly gaining in importance i...