Developing Brands in Emerging Markets, a Framework for Growth
Developing nations often face a series of economic hurdles in route to developed status. As they transition from one economic phase to another there is a general need to modify the basis of competitive advantage that they attempt to achieve in the marketplace. The authors present a place brand platf...
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Institutional Knowledge at Singapore Management University
2007
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sg-smu-ink.lkcsb_research-39502010-11-01T04:06:03Z Developing Brands in Emerging Markets, a Framework for Growth ZERRILLO, Philip Charles Thomas, Greg M Developing nations often face a series of economic hurdles in route to developed status. As they transition from one economic phase to another there is a general need to modify the basis of competitive advantage that they attempt to achieve in the marketplace. The authors present a place brand platform that can be used by developing nations to limit the cyclicality of demand, reliance on mass production, and the necessity for price competition. The framework is developed based upon a review of branding efforts and marketing theory. The basic framework is applied to a case study in ASEAN (Association of South East Asian Nations) and parallels are drawn for regional nations. 2007-01-01T08:00:00Z text https://ink.library.smu.edu.sg/lkcsb_research/2951 info:doi/10.1057/palgrave.pb.6000050 https://doi.org/10.1057/palgrave.pb.6000050 Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Economic development OTOP intellectual property price premium assured demand ASEAN Thailand place brand brand platform country of origin place of origin brand International Business Marketing |
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Asia |
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Singapore Singapore |
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Economic development OTOP intellectual property price premium assured demand ASEAN Thailand place brand brand platform country of origin place of origin brand International Business Marketing |
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Economic development OTOP intellectual property price premium assured demand ASEAN Thailand place brand brand platform country of origin place of origin brand International Business Marketing ZERRILLO, Philip Charles Thomas, Greg M Developing Brands in Emerging Markets, a Framework for Growth |
| description |
Developing nations often face a series of economic hurdles in route to developed status. As they transition from one economic phase to another there is a general need to modify the basis of competitive advantage that they attempt to achieve in the marketplace. The authors present a place brand platform that can be used by developing nations to limit the cyclicality of demand, reliance on mass production, and the necessity for price competition. The framework is developed based upon a review of branding efforts and marketing theory. The basic framework is applied to a case study in ASEAN (Association of South East Asian Nations) and parallels are drawn for regional nations. |
| format |
text |
| author |
ZERRILLO, Philip Charles Thomas, Greg M |
| author_facet |
ZERRILLO, Philip Charles Thomas, Greg M |
| author_sort |
ZERRILLO, Philip Charles |
| title |
Developing Brands in Emerging Markets, a Framework for Growth |
| title_short |
Developing Brands in Emerging Markets, a Framework for Growth |
| title_full |
Developing Brands in Emerging Markets, a Framework for Growth |
| title_fullStr |
Developing Brands in Emerging Markets, a Framework for Growth |
| title_full_unstemmed |
Developing Brands in Emerging Markets, a Framework for Growth |
| title_sort |
developing brands in emerging markets, a framework for growth |
| publisher |
Institutional Knowledge at Singapore Management University |
| publishDate |
2007 |
| url |
https://ink.library.smu.edu.sg/lkcsb_research/2951 https://doi.org/10.1057/palgrave.pb.6000050 |
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1770570646954180608 |