The Glo Index

This paper describes the work that has been carried out in support of a modelling approach aimed at measuring and predicting the potential of marketing an international brand successfully in new markets.

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...

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