Lee & Carter: Global Marketing Management 2e
Chapter 09
Choose any three global products or service organizations of your choice and look them up on the web. Critically evaluate them from the following points of view of the companies’:
Global product strategy, either standardised or adaptation.
Branding strategies.
Here are a few to get you going:
www.disney.com
www.barclays.com
www.amazon.com
www.google.com
www.ford.com
How this helps you to learn
It is intended that the learner will learn to utilize criteria for Standardization and Adaptation in International Markets to help determine the companies’:
Global product strategy, either standardised or adaptation (See Table 9.1);
Branding Strategies (Table 9.7) and brand differentiators (Fig. 9.6).
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