基于全球伦理准则的标准化/本地化——以创建全球性品牌为目标

The Standardization/Localization based on Global Code of Business Ethics——Driven by Building Global Brand

为了创建全球性品牌,企业需要权衡标准化/本地化上的决策。从全球伦理准则的观点来看,企业需要建立全球统一的企业伦理规范,并以此作为在各个国家市场中计算各项资源单位成本和产品单位收益的标准,进而决策在各个东道国市场中的标准化/本地化问题。只有这样的决策才能使企业在全球范围内都树立较高的企业形象和品牌形象,才能使企业创建全球性品牌。

To build the global brand, a company need balance the decision of standardization / localization. From the viewpoint of global code of business ethics, a company need build globally unified business ethics, which will be used as a criterion to calculate the unit cost of resources and the unit revenue of products so that in every host country market the problem of standardization / localization can be further decided. Only with such decision of standardization / localization, can the company image and brand image be built on a high level global-wide, and can a company build its global brand.