quiz one

WEEK #5 DISCUSSION

This is a graded discussion: 25 points possible

due Jun 29TH AT 10;59PM EST

Week 5: HOW GLOBAL BRANDS COMPETE Qs:

As we review the importance of global branding, discuss the following:

· Is Global Branding important to consumers? Why (or why not) and how? What characteristics do consumers associate global brands with when making purchase decisions? Give examples of how global branding affected a purchase decision you have made.

· Discuss the challenges global markets pose for brand management?

· Analyze the strategies transnational companies take to create positive perceptions of their global brands?

· Discuss at least 3 strategies transnational companies use to protect their trademarks and patents?

Return to Week 5 Readings And Activities

REQUIRED READINGS FOR WEEK # 5

Week 5: Readings and Activities

Required Reading

Students are required to read all of the following this week:

Textbook

· Pearce & Robinson, 14th, Ch. 5: The Global Environment

· Pearce & Robinson, 14th, Ch. 9: Multibusiness Strategy

Survey Sources

· QuickMBA.com’s section on Global Strategic Management (Links to an external site.)Links to an external site.

Articles

· Blythe, J. & Zimmerman, A. Strategic planning for global markets . Marketing Review 2004 (4), 369ff.

· Ghemawat, Pankaj. Regional strategies for global leadership . HBR, Dec 2005.

· Holt, D. B., Quelch, J.A., Taylor, E. L. How global brands compete . HBR, Sep 2004.

THE SCREEN SHOT FOLLOWING ARE FOR THE GLOBAL STRATEGIC MANAGEMENT (LINKS TO AN EXTERNAL SITE)