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Internationale Markenstrategien: Erfolgswirkung Der Markenstandardisierung Auf Den Markenwert
Paperback
ISBN13: 9783658119676
Publisher: Springer Nature
Published: Dec 8 2015
Pages: 256
Weight: 0.81
Height: 0.63 Width: 5.83 Depth: 8.27
Language: German
Michael Müller entwickelt auf Basis eines identitätsbasierten Markenverständnisses und dem Status quo der Forschung ein Modell zur internationalen Markenstandardisierung. Für die Überprüfung des Modells führt der Autor eine Untersuchung in der Automobilbranche in 13 Ländern durch. Er belegt damit einen inversen U-förmigen Zusammenhang zwischen der Markenstandardisierung und dem Markenwert. Dadurch ist erstmals der empirische Nachweis erbracht, dass eine glokale Markenstrategie eine höhere Erfolgswirkung verspricht als eine globale oder lokale. Kulturelle und politisch-rechtliche Unterschiede der Länder sind dabei zu berücksichtigen.
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