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What
Does Trade Intensity Index Reveal About Regional
Integration in South Asia? --
Renu
Verma and Gordhan Kumar Saini
In
the last four decades, the share of developing
countries in global trade increased from about
one-fifth in 1960 to about one-third in 2004
at a time when global trade as whole was increasing
to unprecedented levels. The World Trade Organization
(WTO), formed in 1994, consolidated an evolving
system of rules based on nondiscrimination among
trading partners, a cornerstone of the multilateral
system. Another significant trend in the trading
system which was rapidly gaining momentum and
establishing a very different set of rules,
was the proliferation of the Regional Trade
Agreements (RTAs).
©
2008 The Icfai University Press. All Rights
Reserved.
Building
a Global Brand Through the Local Route --
R
Harish
One
of the greatest issues in international branding
is the apparent conflict between global standardization
and local customization. Global branding, with
a common worldwide positioning and communication,
has the advantages of scale economies and consistency.
However, individual countries may require different
brand strategies due to variations in customer
responses, preempted positions taken by the
competitors, different legal environments, etc.
This paper explores the global versus local
dilemma in international branding through four
examples—those of McDonald's, Smirnoff,
P&G's (Procter & Gamble) Pantene Pro-V
shampoo and BMW/Volkswagen (Audi).
©
2008 The Icfai University Press. All Rights
Reserved.
CASE
STUDY
Shanghai
Tang: Taking Chinese Fashion to the World
-- Doris Rajakumari John
The
tag, `Made in China' usually suggested mass-produced
products, dubious quality and cheap prices.
One Chinese brand sought to change this perception
and establish itself as a truly Chinese brand
in the global market. Shanghai Tang (Tang) ventured
to be the first Chinese luxury brand, positioning
itself to be a fashion retailer offering a range
that was typically Chinese, but with a modern
flavor.
©
2008 The Icfai University Press. All Rights
Reserved.
CASE
STUDY
Wal-Mart
in Japan: Survival and Future of Its Japanese
Business --
Doris
Rajakumari John and Anita M
Prospects
of overseas ventures are not very bright for
the shopping Mecca, Wal-Mart. International
operations of Wal-Mart gain importance as sales
slow down in the US and the shutdown of its
German and South Korean operations in 2006.
Wal-Mart is also struggling to prove its presence
in Japan since its entry in 2002.
©
2008 The Icfai University Press. All Rights
Reserved.
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