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Topic: Student Questions
Steering Global, Regional/local Non-core Brands
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I am writing my diploma thesis, where the title above is one important aspect. The topic of my thesis "how to handle the stressing field global vs. local in the international/global Brand Management", with the "sub-focus" on how to steer global non-core brands or regional/local (non-) core brands, especially in Asia/Pacific. One of my task is to show how Companies of Best-Pracice are doing that. My problem here is to find information about that from Best-Practice as Nestle, Unilver, P&G or Coca Cola. I already purchased some Case Studies at ICMRIndia about the Brand Management of Nestle, Unilever etc., which are good, but regarding my specific topic the case studies only may touch that stressing field but there are no profound information abouth methods, stratagies or implementation. Also I researched within the database of my library without success. I think those information I need are hard available. But maybe you can help me? Do you know if there are case studies of Best-Practice which cover that topic? Or what I could do? Should I contact those companies but how doing that? I really need help. I would very thankful and appreciate it if anyone can give me some suggestions.
Furthermore, I want to point out a question I have regarding the stressing field global vs. local within the Global Branding. The main focus of my literature or other researched material is always the issue "globalisation/standardisation & localisation/customization in terms of adaption - how far to keep the global level and how far to adopt to customer needs. But is this really a stressing field? And is this the only aspect to consider?
Thank you!