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The Global Integration and Local Adaptation Dilemma: Does it Apply to Premium Brands?
Stockholm University, Faculty of Social Sciences, School of Business.
2011 (English)Conference paper (Refereed)
Abstract [en]

This article deals with how automobile manufacturers design their products and organize

their international marketing channels to respond to global and local pressures. The

integration-responsiveness framework assumes that international marketing decisions mean

tricky trade-offs between adapting to local market conditions on the one hand, and reaching

the efficiencies that standardization across countries and regions imply on the other hand.

According to this framework, a standardization approach entails efficiency advantages at the

cost of the adaptation to local market conditions. No studies so far have related the

integration-responsiveness framework to the brand profile. At a first glance, integration and

responsiveness appears to apply to any across-market marketing setting, under limited

influence from brand profile. However, recent evidence reveals a high degree of success for

premium brands, although they engage a lot less in local adaptation compared to volume

brands. The empirical data reveals interesting differences in the application of integration and

responsiveness for premium and volume brands, and provide a number of explanations for the

success of premium brands also in areas where local adaptation is very limited. The findings

suggest that premium brands may benefit from not emphasizing local responsiveness, since

the very reason the brand is attractive is that it represents product design, a consumption

culture and values that differ from what is expressed in local products.

Place, publisher, year, edition, pages
2011. 1-18 p.
National Category
Business Administration
URN: urn:nbn:se:su:diva-69385OAI: diva2:476506
Available from: 2012-01-12 Created: 2012-01-12 Last updated: 2012-01-13Bibliographically approved

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