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Of late, companies have recognized the inherent value of their intangible assets like brands, patents, copyrights, intellectual capital etc. In a study, PricewaterhouseCoopers has found that a significant portion of a company’s value (as large as 60%) belongs to the intangible category. For many companies, the authors feel that brands contribute heavily to their value but this is not reflected in the financial records. ‘Brand equity’ is the value built-up ...
Brand alliances are branding strategies used in business. Brand Alliances are the outcome of understanding among firms to join hands for promoting their brands together or for bringing out a totally new product into the marketplace. The basic aim of such alliances is to capture new markets and/or improve the customer base. In the competitive environment, marketers face threats and opportunities in quick succession. To meet these eventualities or to take advantage ...
From the beginning of the 21st century, there has been a spurt in the rebranding process in almost all walks of human activity, around the world. A well-managed brand can be a mullti-bagger for a company. But nowadays, there is clutter of brands and products in the marketplace. Companies find it difficult to differentiate their products from their competitors’. In such cases, they resort to a rebranding exercise to boost up the brand’s image. Rebranding is ...
Glocalization is a term derived from the words Globalization and Localization. It brings about a balance between the global and the local, i.e., localizing the global (to meet the local cultural, linguistic and ethnic preferences and tastes) or globalizing the local (for global acceptance/access). Glocalization involves translation, replication and editing of the global messages/marketing communications befitting the relevant local requirements. Glocalization ...
Foreign Direct Investment (FDI) is defined as "investment made to acquire lasting interest in enterprises operating outside of the economy of the investor". Various authors have distinguished the flow of capital from developed countries to developing economies as 'Inward FDI' or simply FDI, and the reverse process, the capital flow from developing countries to the developed or other developing countries, as 'Outward FDI'. Favorable economic and market ...
In 2003, Professor Chesbrough of Harvard University popularized the ‘Open Innovation’ business model through his famous book on the subject. He propounded the theory that companies need not discover all things nor generate all ideas through an in-house R&D. The advent of the Internet and other faster communication media/tools has been instrumental in shrinking the world into a global village. There is an increased diffusion of knowledge. Companies have ...
Recent studies have revealed that all human beings are equally endowed with the power of idea generation (power to generate ideas) that can be harnessed for useful purposes. Hence, companies have started capitalizing on this hitherto unknown/unused area. Companies bank on human capital, the potential of their employees/customers/ suppliers and other stakeholders who can provide solutions to unresolved problems and provide very useful ideas, some of which can be ...