Managing Transnational Brands

1. INTRODUCTION .................................... 1

Introduction to the Study ..................... 1

Globalization in Industrial Trade .......... 2

Market Globalization and the Internet ...... 3

Statement of the Problem ...................... 6

Rationale of the Study ........................ 6

Purpose of the Study .......................... 7

Importance of the Study ....................... 7

Scope of the Study ............................ 7

Definitions of Terms .......................... 8

Overview of the of the Study .................. 8

2. REVIEW OF RELATED LITERATURE .................... 9

Introduction to the Literature Review ......... 9

Hofstede National Cultural Model .............. 9

Uncertainty Avoidance ...................... 11

Power Distance ............................. 12

Masculine-Feminine ......................... 13

Individualism-Collectivism ................. 13

Fifth dimension ............................ 14

Relevance to Brand Management .............. 14

Derivation of Cultural Values .............. 17

Validating the Hofstede Model .............. 19

Representations in the Hofstede Model ...... 23

Hofstede Conclusion ........................ 26

Brand Management .............................. 28

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preceding the chart explain each of the four dimensions and what higher or lower scores imply about cultural behavior. In the above list, the United States tends to be the odd man out; however, substantial differences in dimensional scores distinguish between neighboring nations such as China and Japan, as well as between the United States and these other countries. These two sets of comparisons of Hofstede (1993) dimension scores illustrate the enormous potential for cultural differences to impact business and organizational relationships involving nations with differing cultural backgrounds. Hofstede (1994) stated that: "Management means getting things done through (other) people. a In order to achieve this, one has to know what needs to be done and one has to know the people involved. Understanding people means understanding their background, from which their present and future behaviour can be predicted" (p. 12). Derivation of Cultural Values Symbols are words, objects, and gestures that derive meaning from convention. At the level of national cultures, symbols include the entire area of language. At the level of organizational culture, symbols include abbreviations, slang, modes of address, dress codes, and status sy
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Some common words found in the essay are:
According Hofstede, Park Srinivasan, Model Control, Aaker Biel, Equity Brand, Values Symbols, Bond Smith, Ruble Donthu, Consumer Marketing, Uncertainty Avoidance, brand equity, transnational branding, power distance, uncertainty avoidance, merritt 1997, hofstede 1993, brand loyalty, transnational branding strategies, hofstede 1984, cultural variations, branding strategies, tide soap product, cobb-walgren ruble donthu, belief systems cultural, ruble donthu 1995,
Approximate Word count = 9139
Approximate Pages = 37 (250 words per page)

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