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1. Title: Standardization vs globalization: a new perspective of brand strategies
Author: Jose F. Medina, Mike F. Duffy.
Journal: The Journal of Product and Brand Management. Santa Barbara: 1998. Vol. 7, Iss. 3; pg.223
Abstract
This paper argues that meanings given to standardization and globalization might have created some confusion and
precipitated potentially misleading research results in the literature. The paper discusses the basic assumptions underlying
the marketing function as a necessary point of departure to build a sounder theory around these concepts. Findings confirm
the lack of formal definitions of these concepts in the marketing and management literatures. The authors redefine the
concepts of globalization, standardization, adaptation and customization with the help of the AMA's and Webster's
dictionaries. The new conceptualization is applied to a brand strategy framework. Preliminary results show that standardization
and globalization may be at opposite ends of an evolutionary brand strategy process, whereas adaptation and customization
are intermediary stages. The paper discusses the findings and suggests future research possibilities.
2. Title: The effects of culture and socioeconomics on the performance of global brand image strategies
Author: MARTIN S. ROTH
Journal: Journal of Marketing Research, 1995, Vol. XXXII 163-175
Abstract
Developing and managing brand image is an important part of a firm's marketing program. However, little research has been done (1) on linking the use of brand image strategies to product performance or (2) on managing brand images in global markets. The author examines the brand image- performance linkage for consumer goods in two categories marketed internationally. He also develops a conceptual framework that identifies various cultural and socioeconomic environmental characteristics of foreign markets that are hypothesized to affect brand image performance. Results from a 10 country/60 region study indicate that cultural power distance, cultural individualism, and regional socioeconomics affect the performance of functional (problem prevention and solving), social (group membership and symbolic), and sensory (novelty, variety, and sensory gratification) brand image strategies. The author then discusses the implications for managers marketing brands internationally and the directions for further research.
3. How Global Brands Compete
Author: Douglas B. Holt, John A. Quelth and Earl L. Taylor
JOurnal: Harvard Business Review Sep 2004
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