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AuthorFarrag, Dalia Abdelrahman
AuthorRaafat, Sahar Mohammed
Available date2023-05-09T09:20:10Z
Publication Date2017
Publication NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ResourceScopus
URIhttp://dx.doi.org/10.1007/978-3-319-47331-4_299
URIhttp://hdl.handle.net/10576/42384
AbstractAs the needs of consumers around the world have become irrevocably homogenized as earlier predicted by Theodore Levitt in his classical article "The Globalization of Markets" (Levitt 1983), local successful brands have no choice but to go global. With globalization and the progressive removal of barriers to trade, an increasing number of companies developed international activities and managed to successfully globalize their brand names like Apple, Samsung, Toyota, Vodafone, Coca-Cola, and McDonalds to name a few. Popular list of 100 global brands (such as Interbrand) demonstrated that all leading brands originate from the developed world. According to Interbrand (Julien and Arnould 2008), the best brands maintain a high degree of consistency in visual, verbal, auditory, and tactile identity across their global markets. 2017, Academy of Marketing Science.
Languageen
PublisherSpringer Nature
SubjectBrand Parity
Global Market
Mature Market
Telecommunication Industry
Uncertainty Avoidance
TitleFactors Influencing Arab-Origin Brands to Go Global: An Extended Abstract
TypeBook chapter
Pagination1529-1533
dc.accessType Abstract Only


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