Ellen Schmidt-Devlin, Ayşegül Özsomer, Casey E. Newmeyer
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How to Go GloCal: Omni-Brand Orientation Framework
The authors develop an omni-brand orientation framework that is a bidimensional conceptualization allowing global (local) brand elements to coexist alongside local (global) elements to create a “gloCal” brand. Using an interpretive analysis of interviews with 50 executives, the authors offer new insights into building and succeeding as a gloCal brand. The study shows that global brands are trying to become gloCal by building and nurturing local authenticity. The building blocks of local authenticity are brand image local connection, local iconness, local insights, and originality. Local brands, in turn, try to become gloCal by achieving global acceptance, a perception identified closely with global brands. The building blocks of global acceptance are perceived brand globalness, innovation, product performance quality, and global brand power. A follow-up study with 19 executives dives deeper into the drivers of success and leads to a conceptualization of a gloCal success cycle, which identifies components and strategies that enable brands to win both globally and locally.
期刊介绍:
As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.