The Coca-Cola Company has convincingly demonstrated that the ability to think globally and act locally can be a source of competitive advantage. Justify this statement using examples
What will be an ideal response?
Coke achieved success in Japan by spending a great deal of time and money to become an insider. The company built a complete local infrastructure with its sales force and vending machine operations. Coke's success in Japan is a function of its ability to achieve "global localization," being as much of an insider as a local company but still reaping the benefits of worldwide operations. The company is adept at adapting sales promotion, distribution, and customer service efforts to local needs. Coke has become one of the brands that have spent time and money getting this experience in unknown territories.
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Which of the following should a company LEAST expect as a benefit resulting from co-branding?
A) Product development and research costs are avoided. B) Loyalty from each brand is extended to the co-branded product. C) Shortcomings of one brand are compensated for by strengths of the other brand. D) Promotion costs are split between partners. E) New market opportunities are created.
Equity joint ventures have the simplest management structure
Indicate whether the statement is true or false