Literaturnachweis - Detailanzeige
Autor/in | Allagui, Ilhem |
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Titel | Baladna Goes Global |
Quelle | In: Journal of Advertising Education, 25 (2021) 2, S.71-95 (25 Seiten)Infoseite zur Zeitschrift
PDF als Volltext |
Sprache | englisch |
Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
ISSN | 1098-0482 |
DOI | 10.1177/10980482211040507 |
Schlagwörter | Marketing; Global Approach; Foreign Countries; Corporations; Political Attitudes; Barriers; Agricultural Occupations; Food; Investment; Administrator Attitudes; Case Studies; Cultural Pluralism; Qatar |
Abstract | Baladna is a dairy company in Qatar. It has thrived despite an ongoing political and economic blockade, helping the country to become self-sufficient in terms of its dairy needs. In a short time and with substantial investment, the brand became a market leader. Baladna's growth plan banks on globalization, but the marketing director and the VP of marketing disagree on the strategy: one argues for standardization and the other for adaptation. The case study discusses brand name issues as well as brand identity approaches in the context of a multicultural environment. (As Provided). |
Anmerkungen | SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com |
Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
Update | 2024/1/01 |