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HOW THE GLOBAL MANAGEMENT EFFECT ON THE GLOBAL COMPANY AND LOCAL COMPANY
International business may seem to be a recent development, but business has been international for a long time. The ancient Egyptians, Greeks, and China all traded with foreigners, and encountered many of the same obstacles that present-day managers encounter - such as differences in language, culture, customers, and expectations; varying forms of government; as well as difficult transportation. The management challenges must have been considerable over such enormous distances with no quick means of communication.
Details
| language |  | english |
| wordcount |  | 14846 (cca 42 pages) |
| contextual quality |  | N/A |
| language level |  | N/A |
| price |  | free |
| sources |  | 32 |
Table of contents
ABSTRACT I
CONTENTS III
ACKNOWLEDGEMENTS IV
CHAPTER 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Aims of this dissertation 3
1.3 Research limitation 4
1.4 Introduction to contents 5
CHAPTER 2 LITERATURE REVIEW 6
2.1 The Definition of Brand 6
2.2 Brand Theories 9
2.3 Brand Equity 12
2.4 Brand Awareness 14
2.5 Product and Brand 15
2.5.1 Advertising 16
2.5.2 Brand extension 16
2.5.3 Global Brand 17
2.6 Summary of literature review 21
CHAPTER 3 RESEARCH METHOD 23
3.1 Methodology 23
3.2 Research Hypothesis 24
3.3 Data Collection Method 25
3.4 Questionnaire Design 26
3.5 Pilot Study 27
CHAPTER 4 DATA ANALYSIS 29
4.1 Data analysis 29
4.2 Research outcomes 42
CHAPTER 5 CONCLUSIONS 44
5.1 Further research study 44
5.2 Further research study 45
CHAPTER 6 REFERENCES 47
Preview of the essay: HOW THE GLOBAL MANAGEMENT EFFECT ON THE GLOBAL COMPANY AND LOCAL COMPANY
How the global management effect on the global company and local company YEAR 2010 ABSTRACT Market demand and rigorous market competition has dramatically changed with the economic globalization, enterprises must adapt themselves to face that challenge (Yu, 2001). Managers throughout the ages have faced many challenges in international business interactions. International business may seem to be a recent development, but business has been international for a long time. The ancient Egyptians, Greeks, and China all traded with foreigners, and encountered many of the same obstacles that present-day managers encounter - such as differences in language, culture, customers, and expectations; varying forms of government; as well as difficult transportation. The management challenges must have been considerable over such enormous distances with no quick means of communication. International traders also faced a host of dangers as they left home, and the world outside was largely unknown - they constantly had to expect the unexpected. The situation has never changed in the modern economy world. Under this circumstance, in order to expand their business successfully, the management level of global company ...
... enterprise. Yet this represents a fantastic opportunity to redefine what Chinese brand stands for now and going forward. Hu and Zhong (2005) point out overcome associations related to poor value, poor quality, etc. negative perceptions will need long-term to dispel and convince. Chinese tea brands can leverage their dominance in their home market, nowadays Chinese tea brands will face more market competition with those companies and brands that have years of expansionist brand experience. So top priority is speed up improves brand strategy management level of Chinese tea enterprises, once they become more brand sophisticated that combination will be difficult to beat.
In a word, through more effective utilize rich human and natural resources of Chinese tea industry, plus appropriate brand strategy, in the fierce competitive international tea market, will certainly emerge more and more Chinese tea global brands, and bring success to Chinese enterprises.
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Economics
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