Managing across markets
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Article •
This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.
Article •
This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.
News •
MUMBAI: Coca-Cola, the world’s largest beverage company, aims to make India its third-largest market globally, according to its new CEO during his first trip to the country.
News •
CANNES: Although China is home to some of the world’s largest brands, its young advertising industry is still on a learning curve, according to a top agency executive in the country.
News •
BENGALURU: Amazon’s foray into the world’s second most populous country produced valuable lessons that are now informing how the e-commerce giant operates in the mature markets of the US and Europe, according to a company executive.
News •
SHANGHAI: Coffee chain Starbucks is opening 500 new stores a year in China, at a time when other Western brands rethink their China footprint, and the company’s Executive Chairman believes its success stems from adapting to local culture.
Article •
This article explores the future of Chinese brands on the world stage, and discusses China's concept of advertising creativity.
News •
NEW DELHI: Chinese tech giants are strengthening their hold in India with big investments in diverse sectors, as serious western interest, notably from Amazon, heats up competition in a fast-growing market.
News •
SHANGHAI: Brands looking to prosper in China need to tap into the nation’s cultural trends and position themselves in a way that resonates with key demographic groups a new study suggests.
Article •
This article, based on BrandZ's 2017 study of Chinese brands, covers how more Chinese brands can achieve international success.
News •
NEW DELHI: Three weeks after the majority of McDonald's restaurants in New Delhi shut because their operating licenses had been allowed to expire, the city’s consumers are unconcerned and have moved on to one of the many other choices ...
News •
NEW DELHI: Hot on the heels of its $13.7bn acquisition of US supermarket chain Whole Foods, e-commerce giant Amazon is planning a major expansion into India's grocery market, the world's third largest with $428bn of sales.
News •
BANGKOK: Tencent, the Chinese internet giant, sees Thailand playing a central role as it expands across Southeast Asia, and an early focus will be on advertising Thai brands to Chinese tourists in their own language.
News •
AUCKLAND: Alibaba, the Chinese internet giant, sees "significant opportunities" for ethnic communities in New Zealand to sell to middle-class Chinese consumers who are already well disposed to the country's clean and green image.
Article •
This event report outlines strategies that UK brands can adopt when seeking to enter the Chinese market.
News •
SHANGHAI: China's urban FMCG market grew 3% to about $190bn in 2016 and Chinese brands were the main beneficiaries as they captured greater market share at the expense of their multinational competitors, according to a new report.
Article •
This case study shows how Britvic, a soft drinks bottler, devised a new internal strategy to consolidate marketing and creative guidelines to be applied across its global businesses.
Research Paper •
This paper examines how Chervon, a Chinese tools and power equipment manufacturer, has made use of integrated methodologies in expanding its presence in the North American market from China.
Article •
The article explores how local retail giants in Thailand, India and Vietnam are adapting for market-specific shopping culture and a digital future.
News •
SAN FRANCISCO: Unlike Facebook, Twitter has found it hard to develop a large user base in emerging markets, so the messaging network is hoping that its launch of a new slimmed down and data-optimised version will remedy the situation.
Article •
This report explores how BMW is tackling the three major business obstacles of autonomous driving, connectivity and electrification.
Article •
In this article, the author highlights the opportunities for international brands looking to invest in the Russian market.
News •
HAVANA: Although the US trade embargo on Cuba still exists, a new report from Kantar Millward Brown advises international brands to take a serious look at the opportunities the country presents.
Article •
This article explores the rise of 'daigou' (shoppers who buy Australian brands to re-sell in China) as a powerful shopper segment in Australia and offers advice for building a daigou engagement strategy.
News •
NEW YORK/BEIJING: Global brands seeking to succeed in the Chinese market might do better to simply cash in on their name rather than get involved on the ground themselves, according to a legal expert who points to the decisions of Yum Brands and ...