Don't confuse regional marketing with selling spicier soup in Texas, reorganizing the sales force by regions to gain more control, or spending significant dollars in a local market. Regional marketing represents a major philosophic change. It's a precision target marketing approach (some might call it niche marketing) to fragmented national markets.
Few would question that one of the most significant determinants of growth in the sport industry — from a sport management, marketing, and sponsorship perspective — has…
Few would question that one of the most significant determinants of growth in the sport industry — from a sport management, marketing, and sponsorship perspective — has been the inf luence of globalization. Product expansion and communication messages have targeted the 'global consumer,' and the recognition of a 'global brand' has come to epitomize successful sport marketing. Or, has it? Although global management practices present the possibility of expanded consumer markets, a number of marketing strategists have recently begun to question the use of standardized global marketing campaigns that lack national or regional distinctiveness. At issue, is the positioning of 'regionalism' within global sport marketing strategies. This paper will investigate the role of 'regionalism' in sport marketing through; a) an examination of the regional sport marketing strategy of a leading Canadian all-sports television cable network (Rogers Sportsnet) that targets four distinct regions across Canada, and b) a survey of Canadian Generation Y youth sport participation and spectatorship trends across four regions. Implications for regional positioning within sport marketing strategies will also be discussed.
Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination…
Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.
Examines regional marketing as a mean of stimulate growth on national brands competing in stagnant categories, to build networks of acquired regionally marketed brands for national clout and efficiency, and to provide springboards for building brands targeted for national distribution. Using Campbell Soup and Borden as case studies, looks at different approaches to regional marketing and also considers some wider implications of regional marketing for the manufacturing industry.
Cross‐national strategy as opposed to country‐by‐country strategy may take place on a regional or on a global basis. This paper examines the European regional office…
Cross‐national strategy as opposed to country‐by‐country strategy may take place on a regional or on a global basis. This paper examines the European regional office experience of 16 large U.S. firms in terms of (1) the types of responsibilities they handle and why, (2) the problems of removing control and/or duties from country subsidiaries, and (3) the relationship between a regional and global strategy and implementation. The companies' experiences have been quite diverse, thus highlighting multiple opportunities but the need to approach the development of regional operations cautiously. In spite of some problems, the future for European regional management seems bright.
The purpose of this paper is to theorize and empirically examine the effects of intra- and inter-regional geographic diversification on firm performance in China…
The purpose of this paper is to theorize and empirically examine the effects of intra- and inter-regional geographic diversification on firm performance in China. Furthermore, it investigates they key firm capabilities, which moderate the relationships between intra- and inter-regional geographic diversification and firm performance.
In this research, the authors studied 366 listed companies that invest in mainland China. The authors used the Taiwan Economy Journal database to construct a panel data set from 2005 to 2014 and employed panel regression estimations as part of the empirical analyses.
The authors find that the effect of regional diversification on firm performance is significantly influenced by the contexts of the expansion. More specifically, the results show that the effect of intra-regional geographic diversification on firm performance takes the form of a U-shape relationship. In contrast, the authors find that inter-regional geographic diversification has a negative effect on firm performance. Firm marketing, research and development (R&D) and managerial capabilities moderate these relationships.
First, the companies studied in this research are mainly Taiwanese manufacturers with investments in mainland China. Second, the current model can be expanded by exploring additional process explanations and moderators in future research.
An important practical implication of this research is that when firms choose an intra-regional expansion strategy in China, they should adopt a moderate provincial diversification strategy in the invested region and reinforce its marketing capability to enhance firm performance. A careful consideration of a firm’s marketing, R&D and managerial capabilities is needed for successful regional diversification strategies in the China market.
The findings of this study contribute significantly to the existing literature on firms’ regional diversification. First, the authors explore and empirically test intra- and inter-regional geographic diversification strategies in China. The authors find that the effect of regional diversification on firm performance varies according to the contexts of the expansion (for instance, global, regional, in a single country). Second, this study furthers the research theme of intra- and inter-regional diversification by introducing and investigating previously unexplored firm capabilities as part of the framework.
Examines regional marketing in the food manufacturing industry and how it can be used to build networks of regionally‐marketed brands for national clout and efficiency, to develop nationally‐distributed brands and to encourage growth on national brands which may be competing in stagnant categories. Adopts a case study approach using Borden and Campbell Soup. Investigates approaches to regional marketing and tackles the wider implications of the concept for the food manufacturing industry.
While international and even national brand owners may be more concerned with tailoring their brands for local markets, local and regional brand owners are still keen to…
While international and even national brand owners may be more concerned with tailoring their brands for local markets, local and regional brand owners are still keen to expand to national level. Examines the elements of the decision‐making process for brand owners expanding beyond their home region, and compares this process with the internationalisation of national brands. Case study research in five companies from the UK food and drink sector provides examples, and a checklist for decision making is proposed.
Although wine tourism in Australia and internationally is well established, marketing research efforts to date have been negligible. Estimates of visitation to wine regions by domestic and international visitors are based on secondary analysis, and these data do not conform to the accepted definition of wine tourism. Economic indicators of wine tourism at the regional level are based on industry estimates and there is no systematic collection of survey data on wine tourism. Wine Tourism marketing issues at the regional level such as market image and branding, regional identity, facilities, infrastructure, wine tourist expenditure, market research and the government promotion are explored and factors to consider when marketing wine regions are identified.
As one of the big emerging markets, China’s enormous population and rapid increase in consumer spending have attracted many multinational corporations (MNCs). Meanwhile…
As one of the big emerging markets, China’s enormous population and rapid increase in consumer spending have attracted many multinational corporations (MNCs). Meanwhile, the misconception of China as a homogeneous market often leads to difficulties in assessing market demand and enacting effective strategies. Examines the diversity among Chinese consumers across seven regional markets. Data from a national survey suggest that consumers from various regions are significantly different from one another in terms of purchasing power, attitudes, lifestyles, media use, and consumption patterns. MNCs need to take a cautionary approach when expanding into the inland regions, and must adapt to the local market conditions and devise sustainable strategies.