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Papers by schuiling isabelle

Research paper thumbnail of Key challenges facing global Chinese brands in Europe

Research paper thumbnail of HOW TO COMPETE IN THE NEW GLOBAL ENVIRONMENT

Research paper thumbnail of Think Local-Act Local: Is It Time to Slow Down the Accelerated Move to Global Marketing

In view of the accelerated move of great corporations towards global marketing, the strategic cha... more In view of the accelerated move of great corporations towards global marketing, the strategic changes of such companies raise interesting questions. Is marketing globalization reaching its limits after years of implementation? Is it time for companies to rethink their strategies and move back, like Coca-Cola, to a multidomestic marketing approach?

Research paper thumbnail of How unique are local brands? An empirical comparison of local and international brands in the food industry

In the current context of strong globalization, firms have concentrated their efforts in developi... more In the current context of strong globalization, firms have concentrated their efforts in developing international and global brands. As a result, many local brands have been eliminated from companies' brand portfolios. However, local brands often represent franchises that are very successful in local markets. The objective of this article is to better understand what the strengths of local brands are in comparison to international brands. To achieve this, the authors have analyzed a database of 9,739 people and examined more than 500 brands across the four largest countries in Europe, that is UK, Germany, France and Italy. The results show that local brands present a number of strong equity advantages, and also that they are different structurally from their international variety. The authors offer an interpretation and discuss the implications and limitations of their findings. They also make recommendations concerning the appropriate responses for both international and local companies.

Research paper thumbnail of Successful Market-Driven Organisations. The Procter & Gamble Case

Research paper thumbnail of Le marche globali beneficiano di una unica immagine mondiale

Il crescente fenomeno della globalizzazione tende ad avere un impatto sempre maggiore sulle strat... more Il crescente fenomeno della globalizzazione tende ad avere un impatto sempre maggiore sulle strategie di marca delle imprese transnazionali. In passato, tali aziende avrebbero sviluppato marche in grado di adattarsi alle attese dei mercati locali, all'interno di un approccio di marketing multidomestico. Attualmente, esse tendono a favorire lo sviluppo di marche globali, idealmente legate ad uno stesso posizionamento in tutti i mercati, in un'ottica di marketing globale.

Research paper thumbnail of A brand logic for pharma?: A possible strategy based on FMCG experience

Journal of Medical Marketing, 2004

Giles Moss is Regional General Manager of SE Asia, Australia and New Zealand at UCB Pharma and ha... more Giles Moss is Regional General Manager of SE Asia, Australia and New Zealand at UCB Pharma and has held varied sales and marketing positions at both an affiliate and global level in companies such as BMS, Sandoz and SmithKline Beecham. Giles is a pharmacist, holds an MBA ...

Research paper thumbnail of Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers

Journal of International Marketing, 2004

Research paper thumbnail of How different are branding strategies in the pharmaceutical industry and the fast-moving consumer goods sector

Journal of Brand Management, 2004

... Giles is a pharmacist, holds an MBA from Henley, and has an interest in brands. ... New brand... more ... Giles is a pharmacist, holds an MBA from Henley, and has an interest in brands. ... New brand names (Evian, Per-rier, Ariel): This is a strategy that is being used by many multina-tionals where it is important that each product brand has a distinctive positioning. ...

Research paper thumbnail of Do Global Brands Benefit from a Unique Worldwide Image

Research paper thumbnail of Schuiling & Kapferer - Real differences between local and international brands

Research paper thumbnail of Key challenges facing global Chinese brands in Europe

Research paper thumbnail of HOW TO COMPETE IN THE NEW GLOBAL ENVIRONMENT

Research paper thumbnail of Think Local-Act Local: Is It Time to Slow Down the Accelerated Move to Global Marketing

In view of the accelerated move of great corporations towards global marketing, the strategic cha... more In view of the accelerated move of great corporations towards global marketing, the strategic changes of such companies raise interesting questions. Is marketing globalization reaching its limits after years of implementation? Is it time for companies to rethink their strategies and move back, like Coca-Cola, to a multidomestic marketing approach?

Research paper thumbnail of How unique are local brands? An empirical comparison of local and international brands in the food industry

In the current context of strong globalization, firms have concentrated their efforts in developi... more In the current context of strong globalization, firms have concentrated their efforts in developing international and global brands. As a result, many local brands have been eliminated from companies' brand portfolios. However, local brands often represent franchises that are very successful in local markets. The objective of this article is to better understand what the strengths of local brands are in comparison to international brands. To achieve this, the authors have analyzed a database of 9,739 people and examined more than 500 brands across the four largest countries in Europe, that is UK, Germany, France and Italy. The results show that local brands present a number of strong equity advantages, and also that they are different structurally from their international variety. The authors offer an interpretation and discuss the implications and limitations of their findings. They also make recommendations concerning the appropriate responses for both international and local companies.

Research paper thumbnail of Successful Market-Driven Organisations. The Procter & Gamble Case

Research paper thumbnail of Le marche globali beneficiano di una unica immagine mondiale

Il crescente fenomeno della globalizzazione tende ad avere un impatto sempre maggiore sulle strat... more Il crescente fenomeno della globalizzazione tende ad avere un impatto sempre maggiore sulle strategie di marca delle imprese transnazionali. In passato, tali aziende avrebbero sviluppato marche in grado di adattarsi alle attese dei mercati locali, all'interno di un approccio di marketing multidomestico. Attualmente, esse tendono a favorire lo sviluppo di marche globali, idealmente legate ad uno stesso posizionamento in tutti i mercati, in un'ottica di marketing globale.

Research paper thumbnail of A brand logic for pharma?: A possible strategy based on FMCG experience

Journal of Medical Marketing, 2004

Giles Moss is Regional General Manager of SE Asia, Australia and New Zealand at UCB Pharma and ha... more Giles Moss is Regional General Manager of SE Asia, Australia and New Zealand at UCB Pharma and has held varied sales and marketing positions at both an affiliate and global level in companies such as BMS, Sandoz and SmithKline Beecham. Giles is a pharmacist, holds an MBA ...

Research paper thumbnail of Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers

Journal of International Marketing, 2004

Research paper thumbnail of How different are branding strategies in the pharmaceutical industry and the fast-moving consumer goods sector

Journal of Brand Management, 2004

... Giles is a pharmacist, holds an MBA from Henley, and has an interest in brands. ... New brand... more ... Giles is a pharmacist, holds an MBA from Henley, and has an interest in brands. ... New brand names (Evian, Per-rier, Ariel): This is a strategy that is being used by many multina-tionals where it is important that each product brand has a distinctive positioning. ...

Research paper thumbnail of Do Global Brands Benefit from a Unique Worldwide Image

Research paper thumbnail of Schuiling & Kapferer - Real differences between local and international brands

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