DEPARTMENT OF TECHNOLOGY AND BUILT ENVIRONMENT Chinese culture‚ Chinese corporation culture and innovation How does a corporation implement innovation properly? Hengsong.TU & Xin.YUAN 06.2010 Master’s Thesis 1 Abstracts: 文化反映在人类生活中的很多方面，诸如做事情方式，沟通的礼节， 教育，历史事件，经济状况等等方面。在很大方面，一个国家的文化 会影响到企业的经营方式。通过当前比较流行的霍夫特德的文化区分 理论，我们了解到中国的文化特点体现为比较长的权利距离，集体主 义倾向，更男性化，强调风险规避以及考虑长期目标。因此，中国的 企业也长期处在中国文化的影响中，表现起来就是中国的企业更强调 集体文化，以及把企业当作家的思想。企业中存在许多的规章制度以 及等级观念，员工的晋升与个人的成就和服从相关联。通过这篇文 章，我们在一系列文献整理的基础上，更好的了解中国文化和中国企
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1/29/2015 Creating Customer Value http://eproduct.hbsp.harvard.edu/eproduct/product/cc_8176/content/OPS/html/print.html 1/22 1/29/2015 Creating Customer Value This reading contains links to online interactive illustrations and video‚ denoted by the icons above. In addition to using reader controls in the navigation bar‚ you can also use the arrow keys on your keyboard to navigate between pages. Sunil Gupta‚ Edward W. Carter Professor of Business Administration‚ Harvard Business School‚ de
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Designing a Brand Hierarchy We all know the recession has drastically impacted consumer behaviors‚ but we may often overlook its direct impact on brands themselves. The recession has changed the way marketers manage their brand portfolios as they try to do more with less. As such‚ marketers are taking a closer look at how then can stretch existing brand equity across a greater number of products‚ often taking a parent brand/sub-brand approach. We generally see four different sub-brand approaches
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premium car manufacturers in the world. Brand associated with quality‚ class‚ exceptional design‚ outstanding performance and innovation. BMW has a well-structured brand hierarchy where at the corporate brand level BMW pioneered the luxury sports car category by combining distinct style and performance consideration. BMW has a smart positioning with corporate brands and offers a large fleet of models that vary in price‚ quality and performance. Below is a brief brand- product matrix: Product Models Entry
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STRATEGIC BRAND MANAGEMENT INDIVIDUAL PROJECT : CONTENTS INTRODUCTION 3 BRAND ANALYSIS 4 1.1. Brand and/or organizational values 4 1.1.1. The umbrella brand 5 2.1. Brand/company heritage 6 3.1. Brand and/or company strengths and weaknesses 7 3.1.1. Strengths 7 3.1.2. Weaknesses 8 4.1. Analysis of competition 8 REFERENCES 10 INTRODUCTION Throughout this paper‚ we will try to introduce you more closely to the brand of NIVEA‚ its core brand values‚ way of operating
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ASSIGNMENT 10.1 – BRAND POSITIONING Tuan Duong TRUNG HIEU BRAND POSITIONING DEFINITION • • • A way to create a distinct impression in consumer’s mind Consumer’s reason to buy your brand A single and constant meaning behind “brand” in consumer’s mind It’s simply is: owning a space (a meaning behind) of the brand name in consumer’s mind that marketers utilize their resources to focus on PROTECTION QUALITY SEXUALLY ATTRACTION HEALTHY HAIR BRAND POSITIONING SETTING UP A WINNING BRAND POSITIONING
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Global brands Vs. Local Brands Introduction According to Ger‚ Belk and Lascu (1993)‚ advances in communications and information systems technology have shrunk distances‚ thereby linking markets through flows of information across markets. These trends enhance the management of global operations and drives up the need to deal effectively with global competition. As firms enter international markets‚ branding plays an important role in its marketing strategy. Many consumers use brands as clues to
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is a key element of a firm’s marketing strategy. Strong brands help establish the firm’s identity in the market place‚ and develop a solid customer franchise (Aaker‚ 1996; Kapferer‚ 1997; Keller‚ 1998). Owning the number one or two brand in the product category provides manufacturers withas well as providing a weapon to counter growing retailer power (Barwise and Robertson‚ 1992). A strong brand name Theycan also provide the basis for brand extensions‚ which further strengthen the firm’s position
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Things such as creating an outline‚ developing a decent thesis statement‚ and figuring out what questions to ask in order to ascertain more information about the paper that has been assigned. One of the first things to do when encountering any kind of assignment is to create an outline based off of what the directions say. Outlines can be revised later
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Umbrella Brands The 1980s witnessed a revolution in the understanding of the working of the brands. Marketers depict brands as a reflection of customers’ own personalities‚ so that they can relate to their products well. In fact the distinguishing aspect of the modern marketing has been its focus upon the creation of differentiated brands and using them as weapons for launching multi-level attacks on competition. Market research has been used to help identify and develop bases of brand differentiation
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