Abstract:In this paper we analyze the antecedents and consequences of brand adaptation/standardization (A/S) strategies in the case of a developing country. To explore this impact we base our research on Structure-Conduct-Performance paradigm (SCP) where structure (analyzed through domestic product acceptance and market structure) drives conduct (strategic choices regarding A/S of brand management elements), which in turn drives performance (viewed through market share and costs). Our results indicate that A/S is not e… Show more
“…When it comes to managing brands in a larger number of markets and the relation of domestic and foreign brands, this is the case when it is important to study consumer attitudes because attitudes can be opposed and may affect management activities related to the necessary adaptation or standardisation of global and/or foreign brands to these receptive markets, whereby the more diverse market environment in the receptive markets the greater brand adaptation is required, and vice versa (Krupka, Ozreti c-Do sen, & Previ si c, 2017).…”
Brand management is an effective tool in today's market conditions. In some markets there are numerous brands that can be seen as domestic and foreign. Domestic brands are a broad category and they can represent brands which own domestic products, thus representing brands that are present on some part of the national market, or they may be national brands that are present throughout the entire national market. Successful brand management implies a necessary focus on the appropriate market segment of the consumer and that the brand has an appropriate exchange value (viewed through the functional, emotional and symbolic component of that value). The assumption of seeing what value brands have and what value consumers demand refers to the perception of consumer attitudes about it. This paper examines consumer attitudes by looking at brands through two generic groups (domestic and foreign brands) as well as covering two markets (Croatia and Serbia). Primary research which has been carried out on a sample of 555 consumers (n ¼ 291 in Croatia, n ¼ 264 in Serbia) shows that there are numerous similarities as well as some differences regarding consumer attitudes about domestic and foreign brands.
“…When it comes to managing brands in a larger number of markets and the relation of domestic and foreign brands, this is the case when it is important to study consumer attitudes because attitudes can be opposed and may affect management activities related to the necessary adaptation or standardisation of global and/or foreign brands to these receptive markets, whereby the more diverse market environment in the receptive markets the greater brand adaptation is required, and vice versa (Krupka, Ozreti c-Do sen, & Previ si c, 2017).…”
Brand management is an effective tool in today's market conditions. In some markets there are numerous brands that can be seen as domestic and foreign. Domestic brands are a broad category and they can represent brands which own domestic products, thus representing brands that are present on some part of the national market, or they may be national brands that are present throughout the entire national market. Successful brand management implies a necessary focus on the appropriate market segment of the consumer and that the brand has an appropriate exchange value (viewed through the functional, emotional and symbolic component of that value). The assumption of seeing what value brands have and what value consumers demand refers to the perception of consumer attitudes about it. This paper examines consumer attitudes by looking at brands through two generic groups (domestic and foreign brands) as well as covering two markets (Croatia and Serbia). Primary research which has been carried out on a sample of 555 consumers (n ¼ 291 in Croatia, n ¼ 264 in Serbia) shows that there are numerous similarities as well as some differences regarding consumer attitudes about domestic and foreign brands.
Retail and retail development have become increasingly important in the economies of a number of countries in recent years. Given that retail chains are in direct contact with consumers, food retail control is important for both consumers and retailers. Additionally, food control is an important business segment of all companies involved in the food distribution chain, from food production, processing, storage, and sales to end consumers. On the one hand, the right to healthy and safe products is one of the basic consumer rights. On the other hand, retail chains tend to deliver healthy and safe products to consumers, using the principle of efficiency and positive business performance. In line with the above, i.e. food retailers’ challenge to satisfy consumer demands for healthy and safe products, but also to achieve positive business performance, the aim of this paper is to analyse the importance of food control for retail development, with particular reference to the market of the Republic of Serbia. For this purpose, empirical research is carried out on a sample of 169 food retailers. Using the available financial data, as well as data obtained from field research, the paper tests hypothesis on the impact of food control, as measured by the percentage allocation for the introduction of food safety standards, on food retail performance. The ANFIS method is used, and the results show positive impact of food control on food retail development in the Republic of Serbia.
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