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Sharma, Roopali
- Effective Branding Strategies of Multinational Corporations in International Markets: The Case of India
Abstract Views :501 |
PDF Views:2
Authors
Ritu Arora
1,
Roopali Sharma
1
Affiliations
1 Birla Institute of Technology, Mesra
1 Birla Institute of Technology, Mesra
Source
PRIMA: Practices and Research in Marketing, Vol 3, No 1 (2012), Pagination: 4-14Abstract
Introduction: In order to be competitive in today's universal marketplace, Multi National Corporations (MNCs) need to set up effective branding strategies. Depending upon the structure of the company and the product offered, MNCs can use different strategies. Many a times the MNCs rush to capture the lucrative foreign markets without contemplating on the appropriateness of the branding strategies. In turn they often commit serious errors with such an intense impact that it becomes almost impossible to take a remedial action to correct them at a later stage.
Objectives: The purpose of this research paper is to analyze some of the branding problems, which are commonly faced by Multi-National Corporations in international markets, with India as a special case. It tries to explore sources and reasons for brand failures of MNCs. This paper also aims to explore suitable strategic approaches for international branding.
Methodology: The analysis has been based on extensive literature survey and data derived from real life case studies of the leading MNCs like Kellogg's India, Mercedes Benz, Dollops Ice cream etc.
Findings: The findings indicate that the success of MNCs entering into a country lies in their clear vision and well-planned strategy. It is important that they understand the preferences and lifestyles of the local consumers to be successful in the local market. MNCs also require continuous support from the parent organization, which will enable them to bring in the best practices across the world to the local management.
Managerial Implications: The policy makers at MNCs need to understand that although doing business in emerging markets like India contains risk and uncertainty, these obstacles can be avoided if a suitable strategy is adopted.
Keywords
Multi-National Corporations (MNCs), Brand Failure, Branding Strategies, Brand Localization
References
- Aaker, D.A. 1991, Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York.
- Aaker, D.A. 1995, Building Strong Brands, The Free Press, New York.
- Aaker, D.A. 2008, Strategic Market Management, Wiley Publications, New Jersey.
- Inkpen, A. & Ramaswamy, K. 2006, Global Strategy, Oxford University Press, New York.
- Prahlad, C.K. & Hammond, A. 2002, September, Serving the World’s Poor, Profitably, The Harvard Business Review, 80, 48-55.
- The Impact of Internet Usage (Asverage/Excessive) on Quality of Life among Young Adults
Abstract Views :360 |
PDF Views:1
Authors
Affiliations
1 Clinical Psychology, MPS, Amity Univesrity, Noida, U.P, IN
2 MPS, Amity University, Noida, U.P., IN
1 Clinical Psychology, MPS, Amity Univesrity, Noida, U.P, IN
2 MPS, Amity University, Noida, U.P., IN
Source
Indian Journal of Health and Wellbeing, Vol 7, No 5 (2016), Pagination: 527-530Abstract
Nowadays Internet has become a part of life in all age groups but it has prominently playing a role in the life of youngsters and affecting their Quality of Life .Internet has both the positive as well as negative effects on the life style of young adults and to the level they are engaging in internet activities can influence their life style .The present study explores the relationship between the impact of internet usage (excessive and average) on quality of life among young adults. A sample of 60 young adults has been selected out of 100 and was selected from Delhi/NCR region, to identify the relationship. A screening test, the Internet Addiction Test (1998), developed by Dr. Kimberly Young to assess the level of internet usage and Quality of Life Scale BREF (2004) developed by World Health Organization. There was no correlation found between the average level of internet usage and quality of life and people who excessively use internet has no effect on their quality of life. But difference was found between the quality of life of average and excessive internet users. The quality of life of average internet users is comparatively better than excessive internet users.Keywords
Internet Usage (Excessive/Average), Quality of Life, Young Adults.- Language Disorders: Types, Causes, Prevalence and Important Assessment Tools
Abstract Views :206 |
PDF Views:0
Authors
Affiliations
1 Amity Institute of Psychology and Allied Sciences, Amity University, Noida, Uttar Pradesh, IN
1 Amity Institute of Psychology and Allied Sciences, Amity University, Noida, Uttar Pradesh, IN
Source
IAHRW International Journal of Social Sciences Review, Vol 3, No 3 (2015), Pagination: 394-397Abstract
The aim of this study is to understand language disorders, its possible causes and prevalence rate and to study relevant tools that play important role in identifying its presence. It does not cover speech disorders that form part of communication disorders. According to the DSM 5, the key features of language disorder are difficulties in acquisition and use of language due to deficits in the comprehension or production of vocabulary, sentence structure and discourse. There are difficulties in expressive ability - the production of vocal, gestural or verbal signals and receptive ability the process of receiving and comprehending language messages. In a study by Konadath, Suma, Jayaram, Sandeep, Mahima, and Shreyank (2013), it was found that prevalence of individuals with speech and language disorders was 9.42%. It was more prevalent in males than females and reading and writing difficulties were most commonly occurring problems among those suffering from speech and language disorders. Although no single cause has been found to explain language disorders, there is clear evidence of underlying cognitive deficits which are genetic in nature. Because language disorders often manifest in other areas of academics such as reading and writing, early identification can help in early intervention and remediation, leading to the development of adequate coping skills. The widely used assessment tools that are helpful in providing insight into language disorders and aid in identifying their presence are Peabody Picture Vocabulary Test-4 (PPVT-4) and Expressive Vocabulary Test-2 (EVT-2). These tests evaluate comprehension of spoken English and measure a person's achievement in acquiring vocabulary and can thus be used to detect language impairments at all ages.Keywords
Language Disorders, Prevalence, Assessment Tools.- Dramatics in Alleviation of Mild-Moderate Childhood Depression:A Review of Past Decades
Abstract Views :361 |
PDF Views:0
Authors
Affiliations
1 AIPS, Amity University, Noida, Uttar Pradesh, IN
1 AIPS, Amity University, Noida, Uttar Pradesh, IN
Source
Indian Journal of Health and Wellbeing, Vol 7, No 12 (2016), Pagination: 1153-1155Abstract
Childhood depression can range from simple sadness to severe form of the disorder. Psycho therapies are implied to alleviate symptoms of depression, most Commonly, Cognitive Behavior Therapy. Along with these therapies, techniques of arts such as music, dramatics and theater, drawing, play, are incorporated as Integrated eclectic approach. Studies have shown that only the above techniques can slow the progression and considerably alleviate the symptoms of Depressive disorder, anger-aggression, anxiety in children, adolescents and youth. Review Literature of past decades was thoroughly studied and the application of psycho therapies with the inclusion of dramatics and theater techniques was segregated. These techniques have proven beneficial in reducing the post assessment scores, after the intervention therapies, in Post traumatic stress disorder(sexually abused)in adolescent girls, depressive disorder, social phobia. Thus, there is a vast scope in exploring dramatics techniques such as, Role play, Facial expressiveness, Improvisation, Story telling, Group plays in mild depressive disorders in children and adolescents.Keywords
Childhood Depression, Children, Sadness, Psychotherapy, Cognitive Behavioral Therapy, Dramatics, School.- Healthy Emotional Expression:An Intervention for Anxiety and Suicide Ideation among School Students
Abstract Views :688 |
PDF Views:0
Authors
Affiliations
1 Amity Institute of Psychology & Allied Sciences, Amity University, Noida, Uttar Pradesh, IN
1 Amity Institute of Psychology & Allied Sciences, Amity University, Noida, Uttar Pradesh, IN