The article briefly introduces the situation of the global mobile communications market,and based on the development status quo of China's mobile communications market,studies the strategy for China Telecom to ent...The article briefly introduces the situation of the global mobile communications market,and based on the development status quo of China's mobile communications market,studies the strategy for China Telecom to enter the mobile market,mainly focusing on mo- bile technologies selection,differentiable services,regional strate- gies and price policies.展开更多
The article presents the phenomenon of the Chinese companies＇ expansion in Europe as a result of the implementation of the government＇s strategy ＂Go Global＂, including the nature of this expansion, the scale, prem...The article presents the phenomenon of the Chinese companies＇ expansion in Europe as a result of the implementation of the government＇s strategy ＂Go Global＂, including the nature of this expansion, the scale, premises, as well as the possible consequences. The first part of the article is devoted to the analysis of assumptions and instruments of＂Go Global＂ strategy used to strengthen the government＇s initiatives aimed at encouraging the national entrepreneurs to open up and conduct business internationally. Further in the article the dominant forms and directions of Chinese companies＇ expansion on the European market have been presented, followed by the analysis of the impact of Chinese economy on its major foreign investment partners during the current economic slowdown. The basis of the analysis made by the author was data obtained from the statistical bases （Eurostat） and reports of the Research Institutes for China Studies （Rhodium Group, Thomson Reuters）. This is allowed to illustrate the development of Chinese expansion on the European market during the years 1999-2015. A significant increase in the activity of the Chinese capital in Europe could be seen in recent years. The development of relations between European countries and China is taking place not only in economic, but also in political and cultural dimension. This was reflected, among others, in activating of the trade activities between EU and China, the level of which increased greatly in years 1990-1999 from EUR 15,9 bn to EUR 72,2 bn, to reach a value of EUR 428,3 bn in 2011, making EU the most important trading partner of China. It should be emphasized that the European market has become the largest after Asian market, in terms of industry diversification of Chinese investment, where Chinese companies are investing in industries such as： raw materials, infrastructure automotive, chemicals and renewable energy.展开更多
Kentucky Fried Chicken has been one of the most international brands in urban China since it opened its first Western-style quick service restaurant in Beijing China in 1987. As the present largest fried chicken resta...Kentucky Fried Chicken has been one of the most international brands in urban China since it opened its first Western-style quick service restaurant in Beijing China in 1987. As the present largest fried chicken restaurant company in the world, KFC regards China as the most promising market and succeeds in its localization strategies in the big China market. The biggest success of KFC in China is not only the outcome of KFC persistent tenets ＂quality, service and cleanliness＂ but also the achievements of its perception of cross-cultural marketing and its understanding of Chinese culture. This essay aims to investigate the process of KFC entry into China＇ s market, analyze its particular localization marketing strategies towards China, illustrate Chinese culture which have effect on KFC marketing strategy, and discuss the relevant issues and problems, in order to figure out the disadvantages of KFC marketing strategy and provide some instructive suggestion.展开更多
This paper explores the operational strategies of cross-border micro, small, and medium enterprises (MSMEs). Against the backdrop of globalization and digitalization, cross-border trade has become one of the important...This paper explores the operational strategies of cross-border micro, small, and medium enterprises (MSMEs). Against the backdrop of globalization and digitalization, cross-border trade has become one of the important pathways for many MSMEs to achieve growth and competitive advantage. Firstly, the paper outlines the concept and characteristics of cross-border MSMEs, as well as the analysis of their operational environment in the context of globalization, including political, economic, social, technological, environmental, and legal factors. Secondly, the paper proposes operational strategies for cross-border MSMEs, including international market selection and positioning, cross-border marketing strategies, supply chain management, cross-border financial management, and cross-border risk management. Finally, the paper summarizes the importance of effectively implementing these strategies for cross-border MSMEs to seize international market opportunities, reduce operational risks, and enhance competitiveness and profitability.展开更多
As a result of computer invention, especially the internet, changes have occurred in all walks of life in the global era including the marketing communication strategies which are inseparable parts of marketing and bu...As a result of computer invention, especially the internet, changes have occurred in all walks of life in the global era including the marketing communication strategies which are inseparable parts of marketing and business. This intensifies the role of marketing communication in achieving business goals. Furthermore, the established and successful philosophy, strategy, technique, and theories of marketing communication in the past are now outdated and unfit for achieving wanted business goals in this information technology era. Besides, information technology inventions have changed people＇s lifestyle especially the global consumer attitude which is responsible for the commotion in today＇s implementation of global marketing communications strategies. This paper examines the implementation of ideas that are considered responsive to the changes of conditions in the past three decades and the future which are completely different with the past development and implementations. This paper illustrates the changes that have occurred in the implementation of integrated marketing communications studies. This paper supports the assumption that integrated marketing communications is considered the business strategy that is able to overcome the present and future global market era challenges展开更多
Small and medium enterprises(SMEs)play an important role in the world economy.Modern trends in the development of small and medium enterprises imply a constant increase in their role in the total income of an economy....Small and medium enterprises(SMEs)play an important role in the world economy.Modern trends in the development of small and medium enterprises imply a constant increase in their role in the total income of an economy.For such an approach,it is important to achieve quality organizational and managerial concepts of planning strategy development.In many countries,small businesses dominate in the production of a number of smaller products,higher consumption,and high quality of these products.The concept of a small economy consists of a group of companies that stand out in terms of their characteristics in relation to large companies.In relation to large companies as business systems,SMEs differ based on the concept of their own organization’s business,the volume of business,and the availability of resources.Research data show that the main obstacle to efficient continuous business of SMEs in the world is the procurement and maintenance of business resources.Ensuring continuity in production is often a problem of lack of resources,which primarily characterizes them in relation to large companies.Small business and entrepreneurship are the main backbone of today’s economic development,viewed globally.The purpose of the development of small and medium enterprises in the world is to enable the development of a successful and flexible entrepreneurial climate as an important organizational determinant,which is a prerequisite for progress in the modern world economy.The feature of SME development is the innovation of employees that needs to be constantly developed.In that way,conditions are provided for technological development,formation of flexible organizations,and new employment.In practice,small and medium enterprises are the engine of economic development.It is a sector that promotes private property and entrepreneurial skills.According to experts on economic issues,SMEs are today and in the future,not only in Serbia,the Region,but also in the world,a synonym for the private sector-for entrepreneurship.Comparative analysis shows the advantage of SMEs,especially in flexible business,where they can quickly adapt to change and can fully meet market demands.展开更多
This paper discusses and critically reviews the causes and consequences of global standardization and local adaptation of marketing strategies.The scope of the literature review is in the fields of international marke...This paper discusses and critically reviews the causes and consequences of global standardization and local adaptation of marketing strategies.The scope of the literature review is in the fields of international marketing,international trade,and corporate strategic management.It also aims to emphasize finding gaps after reading the literature.Even though the studies’scope is extensive,this paper limits the reach:firstly,it introduces the standardization and local adaptation,discusses the advantages and disadvantages of both by researchers.At the same time,untangle the relationship between international marketing strategy and marketing mix.Secondly,it is divided into macro and micro to collate and analyze the leading factors affecting international strategy,so that the cross-market fit of global marketing tactic can be realised.Finally,focus on the KPI.The indicators of financial return were selected as the review from the factors representing the intuitive development level of the company.The goal was to concentrate on the mutual feedback and adjustment between the standardization/adaptation and performance of multinational companies.Among them,the diversities between developed and emerging markets are interspersed in each link.As this difference is a trend that scholars have begun to notice in recent years.Although many existed bibliographies are revolved around particular multinational companies or regions to assessment,this paper will focus on the impact of practical research article review and evaluation.It would not involve specific corporate and country.展开更多
文摘The article briefly introduces the situation of the global mobile communications market,and based on the development status quo of China's mobile communications market,studies the strategy for China Telecom to enter the mobile market,mainly focusing on mo- bile technologies selection,differentiable services,regional strate- gies and price policies.
文摘The article presents the phenomenon of the Chinese companies＇ expansion in Europe as a result of the implementation of the government＇s strategy ＂Go Global＂, including the nature of this expansion, the scale, premises, as well as the possible consequences. The first part of the article is devoted to the analysis of assumptions and instruments of＂Go Global＂ strategy used to strengthen the government＇s initiatives aimed at encouraging the national entrepreneurs to open up and conduct business internationally. Further in the article the dominant forms and directions of Chinese companies＇ expansion on the European market have been presented, followed by the analysis of the impact of Chinese economy on its major foreign investment partners during the current economic slowdown. The basis of the analysis made by the author was data obtained from the statistical bases （Eurostat） and reports of the Research Institutes for China Studies （Rhodium Group, Thomson Reuters）. This is allowed to illustrate the development of Chinese expansion on the European market during the years 1999-2015. A significant increase in the activity of the Chinese capital in Europe could be seen in recent years. The development of relations between European countries and China is taking place not only in economic, but also in political and cultural dimension. This was reflected, among others, in activating of the trade activities between EU and China, the level of which increased greatly in years 1990-1999 from EUR 15,9 bn to EUR 72,2 bn, to reach a value of EUR 428,3 bn in 2011, making EU the most important trading partner of China. It should be emphasized that the European market has become the largest after Asian market, in terms of industry diversification of Chinese investment, where Chinese companies are investing in industries such as： raw materials, infrastructure automotive, chemicals and renewable energy.
文摘Kentucky Fried Chicken has been one of the most international brands in urban China since it opened its first Western-style quick service restaurant in Beijing China in 1987. As the present largest fried chicken restaurant company in the world, KFC regards China as the most promising market and succeeds in its localization strategies in the big China market. The biggest success of KFC in China is not only the outcome of KFC persistent tenets ＂quality, service and cleanliness＂ but also the achievements of its perception of cross-cultural marketing and its understanding of Chinese culture. This essay aims to investigate the process of KFC entry into China＇ s market, analyze its particular localization marketing strategies towards China, illustrate Chinese culture which have effect on KFC marketing strategy, and discuss the relevant issues and problems, in order to figure out the disadvantages of KFC marketing strategy and provide some instructive suggestion.
文摘This paper explores the operational strategies of cross-border micro, small, and medium enterprises (MSMEs). Against the backdrop of globalization and digitalization, cross-border trade has become one of the important pathways for many MSMEs to achieve growth and competitive advantage. Firstly, the paper outlines the concept and characteristics of cross-border MSMEs, as well as the analysis of their operational environment in the context of globalization, including political, economic, social, technological, environmental, and legal factors. Secondly, the paper proposes operational strategies for cross-border MSMEs, including international market selection and positioning, cross-border marketing strategies, supply chain management, cross-border financial management, and cross-border risk management. Finally, the paper summarizes the importance of effectively implementing these strategies for cross-border MSMEs to seize international market opportunities, reduce operational risks, and enhance competitiveness and profitability.
文摘As a result of computer invention, especially the internet, changes have occurred in all walks of life in the global era including the marketing communication strategies which are inseparable parts of marketing and business. This intensifies the role of marketing communication in achieving business goals. Furthermore, the established and successful philosophy, strategy, technique, and theories of marketing communication in the past are now outdated and unfit for achieving wanted business goals in this information technology era. Besides, information technology inventions have changed people＇s lifestyle especially the global consumer attitude which is responsible for the commotion in today＇s implementation of global marketing communications strategies. This paper examines the implementation of ideas that are considered responsive to the changes of conditions in the past three decades and the future which are completely different with the past development and implementations. This paper illustrates the changes that have occurred in the implementation of integrated marketing communications studies. This paper supports the assumption that integrated marketing communications is considered the business strategy that is able to overcome the present and future global market era challenges
文摘Small and medium enterprises(SMEs)play an important role in the world economy.Modern trends in the development of small and medium enterprises imply a constant increase in their role in the total income of an economy.For such an approach,it is important to achieve quality organizational and managerial concepts of planning strategy development.In many countries,small businesses dominate in the production of a number of smaller products,higher consumption,and high quality of these products.The concept of a small economy consists of a group of companies that stand out in terms of their characteristics in relation to large companies.In relation to large companies as business systems,SMEs differ based on the concept of their own organization’s business,the volume of business,and the availability of resources.Research data show that the main obstacle to efficient continuous business of SMEs in the world is the procurement and maintenance of business resources.Ensuring continuity in production is often a problem of lack of resources,which primarily characterizes them in relation to large companies.Small business and entrepreneurship are the main backbone of today’s economic development,viewed globally.The purpose of the development of small and medium enterprises in the world is to enable the development of a successful and flexible entrepreneurial climate as an important organizational determinant,which is a prerequisite for progress in the modern world economy.The feature of SME development is the innovation of employees that needs to be constantly developed.In that way,conditions are provided for technological development,formation of flexible organizations,and new employment.In practice,small and medium enterprises are the engine of economic development.It is a sector that promotes private property and entrepreneurial skills.According to experts on economic issues,SMEs are today and in the future,not only in Serbia,the Region,but also in the world,a synonym for the private sector-for entrepreneurship.Comparative analysis shows the advantage of SMEs,especially in flexible business,where they can quickly adapt to change and can fully meet market demands.
文摘This paper discusses and critically reviews the causes and consequences of global standardization and local adaptation of marketing strategies.The scope of the literature review is in the fields of international marketing,international trade,and corporate strategic management.It also aims to emphasize finding gaps after reading the literature.Even though the studies’scope is extensive,this paper limits the reach:firstly,it introduces the standardization and local adaptation,discusses the advantages and disadvantages of both by researchers.At the same time,untangle the relationship between international marketing strategy and marketing mix.Secondly,it is divided into macro and micro to collate and analyze the leading factors affecting international strategy,so that the cross-market fit of global marketing tactic can be realised.Finally,focus on the KPI.The indicators of financial return were selected as the review from the factors representing the intuitive development level of the company.The goal was to concentrate on the mutual feedback and adjustment between the standardization/adaptation and performance of multinational companies.Among them,the diversities between developed and emerging markets are interspersed in each link.As this difference is a trend that scholars have begun to notice in recent years.Although many existed bibliographies are revolved around particular multinational companies or regions to assessment,this paper will focus on the impact of practical research article review and evaluation.It would not involve specific corporate and country.
