Global Advanced Research Journal of Agricultural Science (GARJAS) ISSN: 2315-5094
October 2019 Vol. 8(9): pp. 271-274
Copyright © 2019 Global Advanced Research Journals

 

Opinion

The Communication Process of Becoming A Global Brand

Marisa del Pozo Lite

 

Universidad Complutense de Madrid, Spain Facultad de Ciencias de la Información-Edif. C-118- 28040 Madrid

*Corresponding Author's Email: mapoli@ccinf.ucm.es

Accepted 19 October, 2019

 

Abstract

African businesses have become more present in the global marketplace. I lead an annual research as part of the  Global Executive Program conducted  at the Harvard Faculty Club (since the year 2003https://hcglobalexe.com/ ) “Building Competitive Advantage in the Global Market”is the framework of this annual Executive Program where the number of African Businesses have increased during the last 5 years. Last program edition took place in May 2019 at the Harvard Campus and 10 African Companies from the Agribusiness Sector and from the Sub-Saharan Africa Area participated at the Program with one main purpose: to enhance their brands to increase their customer base and sales. I designed and conducted a survay research to be able to identify the following agenda among our 10 African Companies from the Agribusiness Sector resulting the following conclusions and recommendations for a future futher research.

 

 

REFERENCES

 

Gregory J (2003). “Best of Branding”, ISBN 0-07-140329-9

Holt DB (2004). “How Brands Become Icons: The Principles of Cultural Branding” Harvard University Press, Harvard MA

John Q (2009). Harvard Business School 2009 (www.quelchblog.com)

Kotler A (2006). “Principles of Marketing” Prentice Hall of India.

Kunde J (2002). “Unique Now…or Never: the Brand is the Company Driver in the New Value Economy”, Financial Times / Prentice Hall. London

Olius N (2003). “On Brand” London: Thames and Hudson, ISBN 0-500-51145-4

Paul PJ, Jerry CO (2008). “Consumer Behavior and Marketing Strategy” McGrow Hill

Simonson I (2005). “Determinants of Customers’ Responses to Customized Offers: Conceptual Framework and Research Propositions” Journal of Marketing, 69 (January), 3245

 

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