Book Description
This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing.
Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion strategies: marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; promotion: personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing.
For individuals interested in a career in marketing.
Customer Reviews:
A leading book in the field.......2005-08-11
Warren Keegan wrote the first international marketing textbook shortly after completing his Harvard PhD in the 1960s. He is a legend in the field and is widely credited as the father of the global marketing concept.
The 7th edition of his leading text does not disappoint the demanding reader and carries on the tradition of earlier editions. He walks the talk, writing for and speaking to a global audience. It is clear that he is one who has "been there" and knows international markets.
The book presents a very sound basis for learning and is a leading text for full courses in global marketing in many leading MBA programs. It also enjoys a large readership by business execs around the world.
"Global Marketing" opens with a very sound introduction to global marketing analysis and strategy. The international trading environment is well described and the text simplies the complexity of international trading blocs, the WTO, and other influences on marketing strategy today.
Keegan's global marketing texts have always been strong on introducing readers to technical terms used in international trade and exporting and explaining the flow of paperwork (i.e., letters of credit, etc.) one encounters in international trade. This current edition does not disappoint in this regard.
There is a good introduction to factors that motivate consumers and customers to choose and use products that is applicable in consumer, business, services, and high technology markets. The book finishes with a very sound coverage of the marketing mix (i.e., product, price, promotion, and distribution) strategies.
A number of case studies are well integrated into the text to illustrate typical business decisions global marketers must make. I have prescribed this text for more than a decade and it always has been rated as the best or among the best textbooks prescribed for our marketing courses.
The up to date Case.......2003-07-24
This book has easy to understand & have up to date case. The Harley Davidson case is one of the cases that showing us how's struggling US to face Japanese company offensive. This is the good case to picturing the dawn to earth marketing strategy compare to arrogant & not efficient strategy willing by US Company.
good service.......2003-01-16
the service is very good and efficient
clear, understandable jargon.......2002-11-25
Marketing concepts are explained within global marketing frame in an understandable manner using the jargon everybody can understand. The principles that each company must take into account both at home and abroad are revealed. Especially, I liked "18 Guiding Principles of the Marketing Company". Articles from the scholars at prestigious business schools are related to global marketing concepts in most understandable way. This makes the book richer. Another thing making the book richer is Global Income and Population estimates, that is both put inside the text and at the end of the book as appendix. These estimates give clear grasp to the reader about world demographics and economic structure, and helps reader understand the subject at hand and, in general, world dynamics better. Interesting and information & expertise-loaded cases differentiates the book from other boring textbooks. The future of global marketing section of the book gives the reader an invaluable horizon. I suggest that you read it carefully, you will get too many things from it.
Students found this to be informative but not presented well.......2000-07-14
Valuable, current information presented in a rather dull, uninteresting format according to MBA students. Very comprehensive.
Book Description
In this vital book, visionary international investment manager Antoine van Agtmael -- the pioneer who coined the term "emerging markets" -- pulls back the curtain on the new powerhouses of the world economy. Picking up where Thomas Friedman's The World Is Flat left off, he persuasively demonstrates that the world's center of gravity is already tipping decisively in favor of the emerging economies. With this seismic shift, competitive challenges and investment risks are also being dramatically transformed, while new opportunities are arising for those who are alert to them.
A new breed of world-leading companies are catching their Western competitors off guard. Household names of today -- IBM, Ford, Sony, and Shell -- are in danger of becoming has-beens as these more innovative new superstars in the emerging markets claim dominance. Understanding how they have become world-class market leaders, and where they are taking the world economy, is crucial to understanding not only the future of globalization, but the future of Western competitiveness.
Each year we are buying more planes from Brazil's Embraer, refrigerators from China's Haier appliance maker, smart cell phones from Taiwan's HTC, and gas from Russia's Gazprom. How have these relative unknowns come so far in the world markets so fast? What are they doing right that their Western competitors are doing wrong, and how can Western companies face the intensifying challenges and survive?
With in-depth, inside knowledge of these emerging powerhouses that's based on his thirty years of working, traveling, and investing in emerging markets and his extraordinary access to the leading companies, van Agtmael trains his experienced analyst's eye on twenty-five of the top emerging giants, taking readers into the executive suites and labs where they are outmaneuvering their Western rivals. Profiling these major players, such as Korea's Samsung Electronics, China's computer maker Lenovo, Brazil's iron ore giant CVRD, and India's Infosys, van Agtmael divulges their strategies for growth, and analyzes how their rise to dominance will change our lives. His unique insights point the way to how we in the West can capitalize on the opportunities these companies represent while also mobilizing a powerful response to the challenges they present.
The Emerging Markets Century is a compelling and necessary read for anyone who wants to understand the true magnitude of change under way in the global economy today.
Customer Reviews:
The update on opportune investments from emerging economies.......2007-09-05
In 1981, fund manager Antoine van Agtmael created the term "emerging markets," as opposed to "Third World," to describe developing countries, from Brazil to China. A pioneer in emerging-market investments, he describes the economic revolution being provoked by corporate activities in emerging markets. Van Agtmael enumerates the forces driving this transformation in the economic relationship between developed nations and their emerging-market counterparts. In the second half of the book, he shares his detailed research into the factors that make emerging-market companies notable and successful. He catalogues market details about 25 specific companies he has analyzed for investment purposes, and presents the lessons they can teach Western managers. We recommend this book to serious investors who want to know about promising non-U.S. companies, and to managers who want to read about their corporations' upcoming competitors - and potential future owners.
Refreshing, easy to read, very informative, empowering book.......2007-03-17
This book is poorly branded in my opinion, just like what is said about the authors original idea on Emerging markets vs. 3rd world.
This book is totally under rated, and under subscribed., do yourself a favour and open it up and read a few random pages, you will soon realize how clearly the book is written, and how compelling and refreshing the ideas are that are presented.
This should/could be a best seller in weeks, but has not been promoted effectively in my opinion.
Antoine, whats with the poor branding again ? You need a new cover design, and maybe new title. Go onto CNBC TV also. Your book is incredible but people won't pick it up based on its visual appearance.
Book Description
Half a world away from the calm beauty of Puget Sound, there's a lab where Bill Gates's software dreams come true. . . . So begins Guanxi, the compelling on-the-scenes tale of the allure of China today -- and of a unique partnership between the world's most famous capitalist and the world's largest communist nation that showcases what it takes to compete in the age of global innovation.
Guanxi (gwan-shee), the Chinese term for mutually beneficial relationships essential to success in the Middle Kingdom, tells the story of the juggernaut research lab that underpins Microsoft's relationship building in China. Unfurled through a gripping narrative that moves between Beijing and Microsoft headquarters in Redmond, Washington, it follows the lab's emergence as a mecca for Chinese computer-science talent -- a place where 10,000 résumés arrive in a month, written exams are farmed out to eleven cities to screen applicants, and interns sleep on cots next to their cubicles. So far, the company has invested well over $100 million and hired more than 400 of China's best and brightest to turn the outpost into an important window on the future of computing and a training ground to uplift the state of Chinese computer science -- creating dramatic payoffs for both Microsoft and its host country that are helping the company overcome many of the challenges of China.
Guanxi traces the arc of the lab's stunning success from a memo by erstwhile Microsoft visionary Nathan Myhrvold to its early days under maverick speech recognition guru Kai-Fu Lee (since plucked away by Google for some $10 million), and to its more recent tutelage under former child prodigies Ya-Qin Zhang and Harry Shum. The two China-born stars, who both attended college in their native country by the age of thirteen, have orchestrated the Beijing lab's recent emergence as an epicenter of Microsoft's intensifying battles against Google in the search wars, Nokia in the wireless arena, and Sony in graphics and entertainment.
As pundits rail about the "China threat" to U.S. competitiveness and offer often-hackneyed arguments against outsourcing, Guanxi explores the true ramifications of China's high-tech buildup -- and the means by which it can be turned to competitive advantage, in part by "insourcing" the untapped talent in the country's top universities. Sprinkled with telling observations, compelling characters, and lively anecdotes about the brilliant successes and sometimes painful stumbles of the world's most powerful software company, Guanxi is essential reading for business leaders, entrepreneurs, and technologists around the globe.
Customer Reviews:
Where's the Guanxi?!.......2006-10-22
Microsoft's PR Department couldn't have written thicker, more syrupy, praise for Microsoft. Guanxi is the chinese word for mutually beneficial relationships, it's a complex concept that involves respect, reciprocality, and a certain deference to the person with more authority. It is not covered in this book. Rather, this is a book that paints a super happy face on a long process and smooths out or ignores the rough edges. I recommend doing an Amazon search on Guanxi and reading some of the other books on business in China, like the China Dream, if you want a clearer picture of Guanxi. If you want the Disneyfied version of Microsoft's research lab, this is the book for you.
guanxi (the art of relationships).......2006-05-18
I met Buderi and Huang on their book tour, and couldn't wait to get my hands on this book. What a tale they tell, as they show how Microsoft early on, embraced the world of talent coming up through Chinese universities and turned it to the company's advantage. I especially like the stories of how young Chinese researchers just out of university found themselves in Redmond, presenting for Bill Gates.
China is hungry and rich in talent, not just markets, and this book shows why.
Essential reading on China, Microsoft, and the future of innovation.......2006-05-18
As someone keenly interested in China and the future of innovation, I gobbled up this book almost as soon as it was out. I was not disappointed. In a usually fast-moving narrative, peppered with funny stories and telling anecdotes, Buderi and Huang dive down into rich detail about the creation and evolution of Microsoft's incredibly successful Beijing research lab, and how despite several stumbles it has improved relations with Chinese government and academe. A revealing lawsuit with Google accentuates the end of the story, as Google hires away the original star behind the lab. Readers will come away with a much deeper understanding of what it takes to compete in emerging nations like China.
Amazon.com
Sam Hill and Chris Lederer say brand-dominated business strategies will be the true road to commercial success for at least 10 more years. But when they say it, they aren't talking about today's prevailing approach, in which brands owned by a single company are combined in the manner of the Hewlett-Packard LaserJet printer. That's old news, contend Hill and Lederer, marketing veterans and partners at Helios Consulting. The next level, they say, is "brand portfolios"--actively managed collections of every brand, regardless of ownership, that intersects with another. Developing and running such systems (like those that connect Intel, Microsoft, and Dell, for example) is the subject of The Infinite Asset, a sharp and practical guide to adopting their well-considered suggestions on handling brand portfolios in the same way that financial portfolios are managed. The authors look at case studies of 3M and Miller Beer, among others, which help readers visualize the relationships that tie their brands to each other and to the outside world. They also put together an eight-part "toolkit" that covers brand extensions and repositioning, as well as an organizational design for implementing brand-portfolio management. --Howard Rothman
Book Description
Remember when brand management was as straightforward as promoting a single product or service? Today, brands mingle so much-McDonald's and Disney partner on promotional giveaways, Subaru markets an L.L. Bean edition of the Outback, Toys R Us and Amazon.com jointly launch an online toy store-a whole system of brands can make or break a product and a career. Once content to "mind their own brands," marketers need a radically different game plan to succeed in this complex marketplace.
In The Infinite Asset, Sam Hill and Chris Lederer unveil an ingenious strategy-the Brand Portfolio Approach-that exponentially increases the value of brands by exploding them beyond the boundaries of their division or even their parent company. The authors argue that a company's brand portfolio must reflect how the target customer actually views the brand; it must encompass every brand-whether the company owns it or not-that affects the buying decision.
Based on thirty years of consulting experience and extensive research across industries, the authors introduce a breakthrough 3-D mapping tool-the brand portfolio molecule-that lets managers visualize all elements of a brand and how they interact to create new value. Compelling case studies apply the model to the brand strategies of companies including 3M, Cadillac, Miller Beer, and Yahoo!. In addition, a comprehensive set of implementation tools guide marketers in using the model to:
· identify the "lead brand" in the eyes of the customer
· find and fill product holes
· decide whether to extend, prune, or reposition a brand
· arrive at the right number of brands
· determine how and when to use a corporate brand as an umbrella
· allocate marketing funds most effectively
· trace brand value using informative metrics
· convert brand equity into shareholder value and more
The first to provide a holistic model for brand value creation and management, this book is the must-have guide to leveraging every company's infinite asset for lasting competitive advantage.
Sam Hill was Chief Marketing Officer at Booz·Allen & Hamilton; he is now a partner at Helios Consulting and co-author of Radical Marketing. Chris Lederer, once a brand manager at Lever Brothers and a Senior Associate at Booz·Allen, is also a partner at Helios.
Customer Reviews:
Useful ... written by a consultant ..........2002-01-21
This book does provide a valuable summary of others works in branding. Helps to explain and clarify how many different items have a link to your brand and shape the percpetion of it in customers minds. Not a new thought, but again a good succint summary that reminded me to think through how such relationships add value or take away from the organization and brands I work for. What this book does add is a way to depcit these relationships on a 3 dimensional model. Interesting ... but I would question the value of the time and effort spent to create such a diagram. I don't think the authors would disagree with me when I say it is the thought process that makes the difference .. not the fancy depiction.
An alternative look at branding.......2001-11-07
Hill and Lederer in this book give us a very convincing argument why branding must be treated as an asset on line with products and intellectual properties. They introduce us to the "brand portfolio molecule" [BPM], which comes across as a very powerful tool to understand the relationship between not only the different brands in a company's portfolio but also to other brands outside the direct control of the company as perceived by the customer. With this information the authors move on to show how active brand portfolio management can be used to identify new growth opportunities both within the portfolio and as natural extensions.
The book is full of actual examples of good and bad practice, and it covers both established companies that turns to active brand portfolio management and newcomers, that incorporate it from the beginning.
The message in this book is not only for marketing people but also very much for the business leader, who wants to understand the power of brands and how he or she can use it to grow the company.
infinite asset.......2001-10-23
The true challenge for any business book is to be both interesting and relevant. The Infinite Asset was worth the time for me, and I think it will be for a wide range of audiences. Those managing large portfolios (and of course the consultants aspiring to help them) will like the "big idea" first section. Those managing individual brands, people trying to break into brand mgmt, and new MBAs will appreciate the second section.
Yes, it is organized more as two books in one, and often the best statement of the concept is at the end, rather than the beginning of the chapter. But it is well written (has great quotations) a fast read for the complexity of thought and experience it contains. Worth the time.
Book Description
If you buy a new BMW you may be surprised as much by the owner's manual as by the car itself. Thin, personalized, and containing information only on the features you have selected in the language you speak, it is the result of a year's collaboration with Xerox that has radically improved the product and decimated costs. It is just one example of the new organizational structures and processes being developed at leading companies to serve the global marketplace. As firms realize that dealing with global customers is not simply an extension of key account management, their most common response is to launch a formal global account management initiative. Done well this is powerful and effective; however without proper planning it can spell disaster. Drawing on widely accepted 'key success factors' for global account management as well as new elements revealed by their research, David Hennessy and Jean-Pierre Jeannet redefine the process global account management around the premise that sustainable value springs only from an expert understanding of the customer's industry, its structure and its strategy. The book covers all critical aspects of the topic (the planning process, account selection, team building, executive support, global IT requirements, compensation structures and more) and draws on interviews with top global account managers at leading companies including IBM, Cable and Wireless, Siemens, HP, Guinness, Cisco, and Procter & Gamble.
Download Description
If you buy a new BMW you may be surprised as much by the owner's manual as by the car itself. Thin, personalized, and containing information only on the features you have selected in the language you speak, it is the result of a year's collaboration with Xerox that has radically improved the product and decimated costs. It is just one example of the new organizational structures and processes being developed at leading companies to serve the global marketplace. As firms realize that dealing with global customers is not simply an extension of key account management, their most common response is to launch a formal global account management initiative. Done well this is powerful and effective; however without proper planning it can spell disaster. Drawing on widely accepted 'key success factors' for global account management as well as new elements revealed by their research, David Hennessy and Jean-Pierre Jeannet redefine the process global account management around the premise that sustainable value springs only from an expert understanding of the customer's industry, its structure and its strategy. The book covers all critical aspects of the topic (the planning process, account selection, team building, executive support, global IT requirements, compensation structures and more) and draws on interviews with top global account managers at leading companies including IBM, Cable and Wireless, Siemens, HP, Guinness, Cisco, and Procter & Gamble.
Customer Reviews:
Where is the value.......2007-02-16
This book was written by and for academics. Many of the examples are taken from one source in a company and show know real insight into creating value.
Amazon.com
We live in an era where image is nearly everything, where the proliferation of brand-name culture has created, to take one hyperbolic example from Naomi Klein's No Logo, "walking, talking, life-sized Tommy [Hilfiger] dolls, mummified in fully branded Tommy worlds." Brand identities are even flourishing online, she notes--and for some retailers, perhaps best of all online: "Liberated from the real-world burdens of stores and product manufacturing, these brands are free to soar, less as the disseminators of goods or services than as collective hallucinations."
In No Logo, Klein patiently demonstrates, step by step, how brands have become ubiquitous, not just in media and on the street but increasingly in the schools as well. (The controversy over advertiser-sponsored Channel One may be old hat, but many readers will be surprised to learn about ads in school lavatories and exclusive concessions in school cafeterias.) The global companies claim to support diversity, but their version of "corporate multiculturalism" is merely intended to create more buying options for consumers. When Klein talks about how easy it is for retailers like Wal-Mart and Blockbuster to "censor" the contents of videotapes and albums, she also considers the role corporate conglomeration plays in the process. How much would one expect Paramount Pictures, for example, to protest against Blockbuster's policies, given that they're both divisions of Viacom?
Klein also looks at the workers who keep these companies running, most of whom never share in any of the great rewards. The president of Borders, when asked whether the bookstore chain could pay its clerks a "living wage," wrote that "while the concept is romantically appealing, it ignores the practicalities and realities of our business environment." Those clerks should probably just be grateful they're not stuck in an Asian sweatshop, making pennies an hour to produce Nike sneakers or other must-have fashion items. Klein also discusses at some length the tactic of hiring "permatemps" who can do most of the work and receive few, if any, benefits like health care, paid vacations, or stock options. While many workers are glad to be part of the "Free Agent Nation," observers note that, particularly in the high-tech industry, such policies make it increasingly difficult to organize workers and advocate for change.
But resistance is growing, and the backlash against the brands has set in. Street-level education programs have taught kids in the inner cities, for example, not only about Nike's abusive labor practices but about the astronomical markup in their prices. Boycotts have commenced: as one urban teen put it, "Nike, we made you. We can break you." But there's more to the revolution, as Klein optimistically recounts: "Ethical shareholders, culture jammers, street reclaimers, McUnion organizers, human-rights hacktivists, school-logo fighters and Internet corporate watchdogs are at the early stages of demanding a citizen-centered alternative to the international rule of the brands ... as global, and as capable of coordinated action, as the multinational corporations it seeks to subvert." No Logo is a comprehensive account of what the global economy has wrought and the actions taking place to thwart it. --Ron Hogan
Book Description
Once a poster boy for the new economy, Bill Gates has become a global whipping boy.The Nike swoosh is quickly losing its cachet, equated now with sweatshop labor. Teenage McDonald's workers are joining the Teamsters. What's going on? NO LOGO explains why some of the most revered brands in the world are finding themselves on the wrong end of a spray-can, a computer hack, or an international anti-corporate campaign. NO LOGO uncovers a betrayal of the central promises of the information age: choice, interactivity, and increased freedom.Instead, job security and consumer choice have been swallowed whole by companies who enlist us as their human billboards and spokesmen.Equal parts cultural analysis, political manifesto, mall-rat memoir, and journalistic expose, NO LOGO is the first book that both uncovers the sins of corporations run amok and explores and explains the new resistance that will change consumer culture in the 21st century.
Download Description
Once a poster boy for the new economy, Bill Gates has become a global whipping boy. The Nike swoosh is quickly losing its cachet, equated now with sweatshop labor. Teenage McDonald's workers are joining the Teamsters. What's going on? NO LOGO explains why some of the most revered brands in the world are finding themselves on the wrong end of a spray-can, a computer hack, or an international anti-corporate campaign. NO LOGO uncovers a betrayal of the central promises of the information age: choice, interactivity, and increased freedom. Instead, job security and consumer choice have been swallowed whole by companies who enlist us as their human billboards and spokesmen. Equal parts cultural analysis, political manifesto, mall-rat memoir, and journalistic expose, NO LOGO is the first book that both uncovers the sins of corporations run amok and explores and explains the new resistance that will change consumer culture in the 21st century.
Customer Reviews:
Informatively frustrating.......2007-08-17
It was well written exploring many aspects of branding, culture jamming, and production.
This book will leave you with frustration and questioning how you change change something, and what CAN you buy that isn't made from Export Processing Zones.
It does give great information but yet leaves you frustrated and feeling helpless that you can't change the current conditions or avoid buying products made in places like china, el salvador, indonesia where they treat their workers worse than dirt.
Insight into an Ad-driven culture.......2007-07-14
This book offers a deep insight on how advertising are creeping into our lives, even conveyed to us in a subliminal way. If left unchecked, the corporations would be the authors our culture. It also showcases the exploits of major corporations in employment.
However, one must be critical when reading the book, as some of the things Naomi bashes on, such as the Starbucks expansion strategy, are genuine business strategies. In some cases, we have to be realistic and not blindly adopt and anti-corporation stance.
The first 3 chapters, No Space, No Choice, and No Jobs are exceptionally informative, but the last chapter, No Logo, falls short and descends into a boring rant on countermeasures that in my opinion, are far from effective and often, impractical.
Buy the book, read the first 2, skip the last.
Anti-Corporate Handbook.......2007-05-20
What are the effects of multinational corporations in the Branding Age? Naomi Klein tackles that in this seminal work on the subject. While somewhat dated (published in 2000), it gives the most comprehensive picture of the transition corporations have undergone from providing competent products and services to providing ubiquitous branding and advertising to produce loyalty and sell peripherals. This book gives the total picture of the devastation left in the wake of total corporate dominance in the U.S., Canada, and worldwide.
As she details, what has emerged in the last half of the 20th century is a new kind of totality - an economic imperialism spearheaded by Nike, The Gap, McDonalds, Shell, and Microsoft and their lawyers, contractors, and advertising agencies. As they break open markets, crush competition, and lower wages across the globe they've gotten so powerful as to dictate to scores of countries what their trade and economic policies are going to be. These policies are always anti-Union and terrible for workers, leaving nations worse off than before they were Industrialized and Advertised - creating massive wealth gaps and uneven distributions across the board.
The four major sections of the book: No Space, No Choice, No Jobs, and No Logo, each show in example after example, case study upon study that advertising is the product now and the more money spent in that avenue, the more profitable the corporation can be while taking every opportunity away from the poor and disenfranchised, forcing horrible conditions and worse jobs on them, and decreasing their access to health care and nutrition. This is not an accident. This is a concerted policy foisted upon the world through the corporate enforcement arm of the WTO, World Bank, and U.S. Military.
Is it hopeless? Well, civil disobedience is one way to combat the trends and takeover and Klein offers many suggestions and examples in this book. However even she admits that the situation is bleak.
Good luck . . . and good read.
- CV Rick
NO LOGO will fundementally alter the way you think about the world........2006-11-04
Naomi Klien's treatise on the anti-corporate movement of the last decade provides tremendous insight into the philosophies behind today's anti-corporate culture, and more importantly, the "branded" society that has spawned it. Well written and intelligent on every level, NO LOGO carefully tracks such disturbing phenomenons as the disappearance of public space, the rise of corporate censorship, and the transformation of living wage jobs for Americans into sweatshop labor in the third world. If you are completely unfamiliar with today's cultural rebellion against corporate control, NO LOGO serves as an excellent introduction, clearly outlining the dubious marketing trend of promoting "brands not products" such that you will never be able to watch commercials the same way again. If you are a seasoned WTO protester or billboard adbuster, NO LOGO will provide you with all the philosophical and factual ammo necessary to start converting your friends away from their unthinking materialistic lifestyle. This book is a must read for anyone who considers themselves and independently thinking consumer, as well as anyone who is interested in the latest cultural rebellion taking place among today's young and disenfranchised.
The Third World has always existed for the comfort of the First.......2006-11-03
Naomi Klein sketches perfectly the major shift in corporate strategy today: transnational companies are not interested in production anymore, only in branding: products are made in factories, brands in the mind. Branding creates big margins, production in home countries meager earnings.
This strategy causes monstrous layoffs in the First World and creates EPZ (Export Processing Zones) in the Third World.
In the First world, corporations transformed themselves in `engines of wealth growth' for their shareholders, instead of `engines of job growth'. `CEO's of the 30 companies with the largest announced layoffs saw their total compensation increase by 67%.'
The jobs they need are predominantly outsourced, or are McJobs (no `adult wages') and temporary stop-jobs.
The First World stirs fierce competition between Third World countries in order to get rock-bottom prices for their `branded' products, creating colossal margins in the home countries.
Wages in EPZs are so low that most of the money is spent on shared dorm rooms and basic food. Workers cannot afford the consumer goods they produce.
Another aspect of our branded world is the sheer size of the (trans)national corporations created by relentless mergers and acquisitions. Their size permits them to decide what items (also magazines, DVDs) should be stocked in a store, in other words, they create a new kind of censorship.
Big mergers in the media landscape allow conglomerates to produce their own news and in this sense jeopardize basic civil liberties.
While Naomi Klein's analysis of our consumer planet is very revealing, the remedies she proposes are rather innocent, epidermic, symptom healing or too general: ad and brand busting, radical ecology (Reclaim the Streets), anti-globalization and anti-corporate mass protests, boycott, building greater critical social consciousness. Individual actions like attacking in court (Shell in Nigeria), revealing Nike's sweatshops or denouncing McDonald's food are ultimately not more than temporary needle pricks in elephant skins.
What the world needs is a global vision, which we can find in the works of Joseph Stiglitz or (for a view from the South) Walden Bello.
Highly recommended.
Book Description
Now in paperback, the inside story of the cartoon kitty that became a multibillion-dollar global enterprise
The only business book to offer an in-depth exploration of the Hello Kitty phenomenon, Hello Kitty tells the amazing story of how the Japanese company Sanrio bucked the odds and transformed a bulbous, all-but-featureless cartoon critter into a multibillion-dollar global business powerhouse. Readers will learn how and why the Hello Kitty brand clicked with children and adults, across cultures, and how it continues to successfully compete, internationally, with Disney and Warner Brothers. This book is packed with valuable lessons about the awesome power of branding, marketing, and licensing to capture the hearts and minds of consumers.
Ken Belson (Tokyo, Japan) covers Japanese business, economics, and government policy for the New York Times. His work has also appeared in BusinessWeek, Fortune, Bloomberg News, the International Herald Tribune, and Barron's, among others. Brian Bremner (Tokyo, Japan) currently serves as Asia Economics Editor for BusinessWeek and writes a weekly column called "Eye on Japan" for BusinessWeek Online.
Customer Reviews:
The Story of Hello Kitty.......2006-07-03
If you are a Hello Kitty fan you might want to know more about how it all got started. Sometimes repetitious, but still fun to read if you are a Hello Kitty fan, this book provides tons of information about Sanrio and Hello Kitty and her makers. It is an interesting story. Did you know Bill Gates tried to buy the copywrite to Hello Kitty? A fun read. Good for summer relaxing or rainy days in a blanket. It will make you love Kitty White even more (if that is possible!)!
Not in depth enough and no really unifying thread.......2005-04-20
I think the authors were writing this to be used as a textbook for a business class. There was no message beyond Hello Kitty is sucessful. Yeah, I figured that out from the title. Additionally, many details were repeated in multiple chapters. Overall there was no unifying thread from the authors. They didn't tell us their interpretation of why Hello Kitty was successful or how it came to be in their opinion. It was interesting but not earth shattering.
Great concept - poorly written........2005-01-09
I am a huge fan of the Sanrio company and everything it creates and I received this book for Christmas. The writing style is typical of a high school student's book report. The same facts are repeated over and over, making half the book seem like filler. The same numbers and figures and statements are constantly repeated. In short, the book could have been about 30 pages long without the filler.
It backtracks a lot also. It feels like every chapter is written by a new writer who was told to research Hello Kitty (like I said, it repeats). I wish it would have had a more linear style, from beginning to end.
The facts are very interesting though, and learning about the creator was also a nice treat.
comprehensive... almost.......2004-09-27
This book was recommended by a friend who has extensive experience in the consumer goods industry. It was an interesting read, as I'm a fan of Hello Kitty as well as a business school graduate. The authors do a good job of explaining a lot of the background regarding how Sanrio got to where it is today.
One of the things I hoped this book would answer is the question of why Sanrio would distribute its products through a mass retailer like Target. It never even came close to this issue; I'm still curious to know Sanrio's strategy with Target.
I agree with Tristan Beaulieu that the later chapters begin to repeat content from earlier chapters. I'm not sure if this is because it was written by two authors and simply wasn't integrated well enough. Also, some of the earlier chapters refer to vignettes coming later in the book, but it turns out to be a letdown when most of the story has already been revealed by its earlier reference.
HELLO KITTY.......2004-04-13
It?s so easy to trivialize the significance of Hello Kitty?s simple iconic image. But here the authors have skillfully drafted a book that deconstructs the appeal of this cross-cultural phenomenon and the behind-the-scenes machinations of its hugely successful marketing and merchandising.
Average customer rating:
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Winning in Asia, Japanese Style
Manufacturer: Palgrave Macmillan
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ASIN: 0312239106 |
Book Description
Despite the regional currency crisis of 1997-1998, Asia-Pacific economies continue to be among the most attractive markets in the world. Japanese, American, and European firms have invested heavily in the past decades, and now are positioning themselves to take advantage of the post-Asian recovery, phenomenal Chinese growth rates, and deepening economic liberalization. This pathbreaking work focuses on understanding the market and nonmarket strategies employed by Japanese firms to boost their share of the developing Asian market and to rally the Japanese government in support of their initiatives. In addition to advancing a novel theoretical framework to analyze strategy, the book contains an overview chapter focuses on Japanese investment and trade trends in Asia and original case studies of the banking, automobile, telecommunications, chemical, software, and electronics sectors that provide insight into winning strategies in Asia.
Book Description
"Paul Temporal shows how the fundamental principles of brand building are transferable to the Asian environment. A diverse collection of Asian caselets should convince us that the 21st century will see the emergence of more Asian regional and global megabrands." Professor John A Quelch Dean London Business School "Branding in Asia addresses an unusual situation in Asia - how is it that a region which has such high brand appreciation, produces few international brands of its own? The author's analysis of actual case studies, ranging from powerful global brands to local companies, illustrates his points clearly. This, coupled with a sensitive understanding of the cultural differences in the region makes it an excellent reference for everyone working with brands." Felix Herrnberger President BMW Asia Pte Ltd "Paul Temporal succinctly dissects the often mystical qualities that make up a successful brand. Too often Western insights, models and case studies are applied arbitrarily across the globe, it is so refreshing to see branding tackled from a purely Asian perspective. An invaluable reference book and eminently readable, the step-by-step style and volume of relevant cases and examples makes this a must have for any manager in Asia looking to embark on creating his own regional or global brand." Ray Dempsey Area manager McCann-Erickson South East Asia
Customer Reviews:
FIRST BOOK TO SPECIFICALLY ADDRESS BRANDING IN ASIA.......2000-07-31
One of the ways to achieve sustainable growth in any market is a recognisable brand name. While many Western companies have successfully developed international brands, Asian companies have been slow to follow suit. How is it that Asia, a region that has such high brand appreciation, produces so few international brands of its own?
In this groundbreaking book, Asia's leading brand architect addresses this unusual situation, explains the fundamentals of branding and shows how companies can use them to achieve outstanding performance. Containing over 20 case studies of leading Asian and Western brands, this book is packed with illustrative examples, advice and exercises.
Branding in Asia is an invaluable book that is a must for anyone responsible for business growth in the 21st century.
Dr Paul Temporal is Asia's leading expert on brand creation, development and management, having lived in the region for over 14 years. He has worked with leading companies and governments, and is well known his results-oriented and hands-on approach. He is the author of Corporate Charisma.
exceeded my expectations wonderfully.......2000-06-08
My expectations were mainly about redressing the balance on geographical origins of brand case studies. Our literature suffers from being far too US centric. This imbalance is unfortunate for several reasons including: - living in the US for the last 2 years has taught me how atypical the US consumer is of any other I have met in 25 countries that I have worked - from the oldest brand models (which assumed brands were advertising led) to the newest ebrand models, there's huge share of voice reflecting the culture of corporate America and the case theories of its business schools. These powerful systems shouldn't be unquestioningly exported as being de facto paradigms for local organisational excellence or social value.
My expectations were exceeded because this book - unlike most on the brand which start with chapters on advertising and marketing communications - opens up from the very beginning on the leadership importance of branding. Here we are on pages 1-2: "Strong brands endure many challenges. This is becoming increasingly relevant in an era of unprecedented change, upheaval and uncertainty. This change is strategic, unlike the incremental change of more predictable times, and therefore requires a strategic response. Brand building is exactly such a response. If successful, it can be the strongest weapon in a company's armory and the best guarantee of corporate survival. The challenge that lies ahead is that of change management.
And by page 4, we're invited to join in a cataloguing of worldwide changes to marketing: -the breakdown of market boundaries -globalization and the development of global brands -increasing market fragmentation -product diversity and shorter life cycles -greater customer sophistication -digital business -economic instability and market volatility
So this book flies, and yet at the same time when you read it you will continually pick up useful advice whether your brain is looking for practical or academic stimulation. For example, the book closes with an appendix of very worthwhile brand exercises, and it resonates with case studies, 24 in all. Each case study ends with a summary of that brand's strengths.
This book will be good for you whether this is the first one you read on branding, or as in my case the twenty first, including two of my own. For example, I learnt a lot from Temporal's consistently strong advice on brand values and the way they shape corporate personality on its outside and inside.
For Asian Companies with global aspirations........2000-05-05
Few Asian companies have been successful in developing international brands. It is now a sophisticated process that puts together and sustains a complex mixture of local and international attributes and values , something that is tangible.Its interesting how Temporal have chosen the different products ( over 20 )from leading Asian and Western brands to show good examples of how companies have used the fundamentals of branding to achieve global success. He has provided illustrative examples, techniques , exercises and invaluable advice for any company in Asia regardless of size that strives for more than being just another local household name.
a case study of international brands in asia.......2000-04-30
Asian market is unique with their traditional cultural. Brands should be though for leading in this area. This book must be read for the company who : - want to build a strong image - want a competitive advantage - struggle in asian market
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