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The role of local context in the local strategies of global brands
Dissertation (MBA)--University of Pretoria, 2012.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613448315076609 |
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| access_status_str | Open Access |
| author2 | Goldman, Michael |
| author_browse | Goldman, Michael |
| author_facet | Goldman, Michael |
| collection | Thesis |
| dc_rights_str_mv | © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/29785 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:36:18.633Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/29785 The role of local context in the local strategies of global brands Goldman, Michael ichelp@gibs.co.za Hlophe, Nthabiseng UCTD Standardisation Localisation International marketing Dissertation (MBA)--University of Pretoria, 2012. The greatest task of many international marketing practitioners in host organisations, entails understanding the factors that influence the localisation or standardisation of marketing programmes. The purpose of this paper is to gain insight into the role of local context in the local strategies of global brands. This paper uses a qualitative case study design of two global brands.Findings – The findings show that the role that emerging macro-level factors of local context play in the local strategies of global brands is in determining the levels at which marketing programs will be standardised or localised.Micro-level factors of local context play the role of a) setting the preconditions for product development and b) determining the extant of productivity that can be achieved in the local contextThe strategic implications that must be considered at the local level when applying a global brand include brand identity standards as well as making specific choices about global or local consumer culture positioning.Practical implications- For practitioners, the practical implications encompass strategic considerations in the course of making decisions to standardise or localise marketing programs.Originality/value – This paper highlights new variations in contextual factors within-countries. It also provides an international perspective that is rooted in local context regarding global marketing intermediaries. Lastly, it explores the strategic implications considered when applying a global brand. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-07T16:37:33Z 2013-04-30 2013-09-07T16:37:33Z 2013-04-25 2012 2013-02-16 Dissertation Hlophe, N 2012, The role of local context in the local strategies of global brands, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/29785 > F13/4/169/zw http://hdl.handle.net/2263/29785 http://upetd.up.ac.za/thesis/available/etd-02162013-181341/ © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Standardisation Localisation International marketing The role of local context in the local strategies of global brands |
| title | The role of local context in the local strategies of global brands |
| title_full | The role of local context in the local strategies of global brands |
| title_fullStr | The role of local context in the local strategies of global brands |
| title_full_unstemmed | The role of local context in the local strategies of global brands |
| title_short | The role of local context in the local strategies of global brands |
| title_sort | role of local context in the local strategies of global brands |
| topic | UCTD Standardisation Localisation International marketing |
| url | http://hdl.handle.net/2263/29785 http://upetd.up.ac.za/thesis/available/etd-02162013-181341/ |