The glo index
An Index that realistically measures the globalisation potential in the Asia Pacific region
Pradipta K. MitraNFO
Introduction
The challenge that all marketing management teams face is to take an accurate decision to launch a brand in a new market. The scope of investigations conducted at this stage comprise two broad areas:
overall 'environment and climate' of the new market for the intending launch; and
specific marketing parameters like positioning, communication, pricing and so on.
This paper focuses on the first part, i.e., the investigation of the overall 'environment and climate' of the new market prior to...