Emerging Research Areas in International Brand Management

1. Strategic Sourcing:
To compete globally, companies need to do pay close attention to various components of their value chain. Links in the chain include primary activities; R & D, product (service) quality, marketing &customer service as well as secondary activities of Information Technology (IT), supply chain management, Human Resources (HR) and sourcing. If the model does show variance across the two industries, and this variance appears to coincide with managerial differences, this provides support for the diverging approach. Do managers from two different industries respond to a set of strategic sourcing items in a manner that results in similar dimensions of (strategic sourcing model) SSM? The two industries can be examined /compare the components of a strategic sourcing model across two different industries: 1. the manufacturing 2. And the service industries. Different: Industry practices. Culture Same importance: Risk management
Quality

Education Social responsibility

VMI (a strategy between the vendor and the customer)

A key role in strategic sourcing:

Total Cost of Ownership (TCO) The cost of environmental innovation Key supplier selection decisions are based on TCO Performance

Managerial implication: This can have implications for both industries as they are becoming more hybrids in nature and at times become challenging to distinguish between a good or a service. With perceptions being more similar, it may make it easier for sourcing executives to move between industries and suppliers having fewer challenges in working with sourcing managers across a diverse range of industries.

The brand identity strategy

Research Area: The research problem exit in possibility of differences between the perceptions of brand, namely the brand image (reality) and the desired identity that the company sets out to establish The brand identity strategy of consumer products on consumer Perceptions To determine what desired perceptions the company wanted to establish with its current brand identity strategy. To determine which h brand identity strategy the company developed for the consumer product. To determine which desired perceptions the company wanted to establish with its current brand identity strategy. To assess whether difference exist between

The brand images (The perceptions in the minds of the consumer), And the brand identity strategy (the way the brand managers want the consumer to think and feel about the brand).

Brand Identity strategy

Create brand Associations

Branding benefits

Nation Equity: CountryofOrigin Effects

One emerging research area in international brand management is that future research should investigate the various dimensions of nation equity and identify emotions and the related cognitive appraisal dimensions that are likely to dilute or enhance nation equity