Management homework help

WEEK #5 DISCUSSION
This is a graded discussion: 25 points possible
due Jun 29^TH 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

• 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)