台湾大学陈厚铭（资源联结与全球布局）2月17日在线访谈

为你停留 发表于 2013-2-17 13:36
陈教授，您好，不知您能否给大陆学生推荐些好的专业书籍、视频、及其他优秀的教育资源呢？非常感谢

提供我在台大開設"全球品牌管理"的資料供您參考

教科書
1.         Keller, Kevin Lane (2008), Strategic Brand Management, Third ed., Prentice –Hall
2.         Keller, Kevin Lane (2003), Lessons from the World’s Strongest Brands, Prentice –Hall
Reading
1.        Aaker, David A. (2003), “The Power of Brand Differentiation”, MIT Sloan Management Review, Fall 2003.
2.        Holt, D. B., J. A. Quelch and E. L. Taylor (2004) “How Global Brands Compete,” Harvard Business Review, 82(9), 68-75.
3.        Desai, K. K. and K. L. Keller (2002), “The effects of ingredient branding strategies on host brand extendibility,” Journal of Marketing, 66(1), PP. 73-24.
4.        Douglas, S. P. , C. S. Craig and E. J. Nijssen (2001), “Integrating Branding Strategy Across Markets: Building International Brand Architecture,” Journal of International Marketing, 9(2), pp. 97-114
5.        Aaker, David A. (1997), “Should you take your brand to where the action is?”, Harvard Business Review, V 75, n 5(Sep/Oct):135-143.
6.        Aaker, David A. and Joachimsthaler, E. (1999), “The Lure of Global Branding   Harvard Business Review, November-December, 137-146.
7.        Cervino, J., and Cubillo, J. M. (2004), “A resource-based perspective on global branding: An analysis of trademark registration data”, International Journal of Management, Vol.21, 4. pp.451-463.
8.        Doyle, Peter (1990), “Building Successful Brands: The Strategic Options,” Journal of Consumer Marketing, 7(2), 5-20.
9.        Mangold, W. G. and Miles, S. J. (2001), “The Employee Brand: Is Yours an All-Star?”, Business Horizons , 50: 423-433.
10.         Morhart, F. M., Herzog, W. and Tomczak, T. (2009), “Brand-Specific Leadership: Turning Employees into Brand Champions”, Journal of Marketing, 73 (5), 122-142
11.        Khanna, T., Song, J., and Lee, K. (2011), “The Paradox of Samsung's Rise”, Harvard Business Review, 89(7/8): 142-147
12.        Wakayama, T., Shintaku, J., and Amano, Tomofumi. (2012), “What Panasonic Learned in China”,  Harvard Business Review, 90(12): 109-113.
13.        Hupp, O. and Powaga, K. (2004). “Using consumer attitudes to value brands: evaluation of the financial value of brands”, Journal of Advertising Research, Vol. 44-3, pp. 225-.
14.        Keller, Kevin L. (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (January), 1-22.
15.        Sriram, S., Balachander, S., and Kalwani, M. U. (2007). Monitoring the Dynamics of Brand Equity Using Store-Level Data. Journal of Marketing, 71:61-78
16.        Steenkamp, J.B. E.M., R. Batra and D. L. Alden (2003) “How Perceived Brand Globalness Creates Brand Value,” Journal of International Business Studies, 34, 53-65.
17.        Cayla, J. and Eckhardt, G. M. (2008), "Asian Brands and the Shaping of a Transnational Imagined Community," Journal of Consumer Research, 35(2):216-30
18.        Weinberger, David (2008) “Authenticity: Is it Real or Is it Marketing?” Harvard Business Review, 86 (3): 33-43.
19.        Thompson, C. J. and Arsel, Z. (2004). “The starbucks brandscape and consumers’ (Anticorporate) experience of glocalization”, Journal of consumer Research, Vol. 31-3, pp.631-642.
20.        Ichii, Shigeki, Hattori, Susumu and Michael, David, (2012), “How to Win in Emerging Markets: Lessons from Japan”, Harvard Business Review, 90(5): 126-130.
21.        Casadesus-Masanell, Ramon, and Tarziján, Jorge (2012), “When One Business Model Isn't Enough”,  Harvard Business Review, 90(1/2): 132-137.
22.        Kumar, Piyush (2005), “The Impact of Cobranding on Customer Evaluation of Brand Counterextensions,” Journal of Marketing, 69(3),1-18
23.        Simmons, C. J., Bickart, B. A. and Buchanan, L. (2000). “Leveraging equity across the brand portfolio”, Marketing Letters, Vol.11-3, pp.210-220.
24.        Keller, Kevin L. (2000), “The Brand Report Card," Harvard Business Review, January–February 2000.
25.        Morgan, N. A, and Rego, L. L. (2009), “Brand Portfolio Strategy and Firm performance”, Journal of Marketing, 73(1): 59-74.
26.        Keller, Kevin L. and Sood, S. (2003), "Brand Equity Dilution," MIT Sloan Management Review, 45(1), Fall 2003.
27.        . Sheth, Jagdish N. (2011) “Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices.” Journal of Marketing, Vol. 75, July, 166-182.
28.        Ettenson, R., Conrado, E., and Knowles, J. (2013), “Rethinking the 4 P's ”, Harvard Business Review, 91(1): 26-26.
29.        Kotler, Philip (2011), “Reinventing Marketing to Manage the Environmental Imperative,” Journal of Marketing, 75(4), 132-135
30.        Porter, Michael E.and Rivkin, Jan W.(2012), “CHOOSING THE UNITED STATES”,  Harvard Business Review, 90(3): 80-93.
31.        Pisano, Gary P.; Shih, (2012), “DOES AMERICA REALLY NEED MANUFACTURING? “, Harvard Business Review, 90(3): 94-102.
32.        Ettenson, R., Conrado, E., and Knowles, J. (2013), “Rethinking the 4 P's ”, Harvard Business Review, 91(1): 26-26.
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0o戏子 发表于 2013-2-17 14:18
陈教授您好，现如今，跨国公司对世界经济的影响日益深刻，直接表现在带动了全球对外经济贸易的快速增长，同 ...

企業主管理心態與格局的問題

qq830821 发表于 2013-2-16 10:48
请问教授如何解决全球化下不同市场品牌差异化带来的问题？？？？

全球化下不同市场品牌差异化带来的问题其實就是全球品牌管理的議題，全球品牌管理是一们高深的學問，全球品牌策略可採取全球單一品牌策略、多品牌策略、或品牌傘策略。採取何種策略需看市場區隔帶來的潛在利益，以及維護品牌的管理成本而定。倘若市場區隔帶來的潛在利益比較大可以採取品牌差異化策略(多品牌策略或品牌傘策略)，其中維護品牌成本高採品牌傘策略，維護品牌成本低採多品牌策略。倘若市場區隔帶來的潛在利益比較小、維護品牌成本高則採全球單一品牌策略。

yzhang005 发表于 2013-2-17 12:49
请教陈教授，您能否推荐一本简洁易学、适合博士生阅读的有关学术研究方法的书籍？谢谢！

学术研究方法的书籍種類很多，內容相差很大，有些強調量化研究，有些強調質化研究，有需要我們再聯絡。

謝謝大家精彩的提問 ，咱們下次再會，謝謝! 順道向大家拜個晚年， 祝大家新年快樂!
台湾大学陈厚铭敬上

台灣大學陳厚銘 发表于 2013-2-17 15:21
兩岸都由代工起家，再進展到ODM以及OBM，現在兩岸都碰到轉型升級的問題。兩岸的合作需有新思維，結合兩岸 ...

非常感谢陈教授精彩的回答，到时有问题想详细再向您请教！

台灣大學陳厚銘 发表于 2013-2-17 16:19
謝謝大家精彩的提問 ，咱們下次再會，謝謝! 順道向大家拜個晚年， 祝大家新年快樂!
台湾大学陈厚铭敬上

感谢陈老师抽出宝贵的时间和大家进行在线的学术交流：）
您的精彩回复已经同步到论坛的官方微博。

感谢大家的积极参与~望持续关注学者访谈~
本次的问答汇总近期将会发出：）

祝陈老师及广大坛友们新春节快乐！

感谢，新年快乐！

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