Brand management benchmarking (BMB) for global arena
Küçük Resim Yok
Tarih
2015
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Marmara Üniversitesi
Erişim Hakkı
CC0 1.0 Universal
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess
Özet
Enterprisesare essentially required to change and evolve continuously and keep up with the innovations under the fierce competition, which has developed in parallel to globalization in our era. Together with the advancement of the technology, access to information has become more convenient and in a setting with diversified customer expectations, having the best practices to become a leading enterprise or face the competition has become critical.Particularly, it is vital and critical for the companies to pursue innovations on the crucial issue of brand management, accomplish the best practices, and develop their own processes. Benchmarking becomes the key in this respect. Benchmarkingisalsoan important tool, whichis defined as the comparison with the best, learning from the best and integrating those learned and into the structure, processes and culture of the enterprise, as an important tool to increase the effectiveness of strategic management. This study elucidates the structuring of brand management processes -particularly of the enterprises which are globally operating or desiring to act globally-through benchmarking,and quests for an answer to the question of what it reverberates on the organization.
Açıklama
Anahtar Kelimeler
Brand Management, Benchmarking, Global, Strategic Management, Global Benchmarking
Kaynak
International Conference Value Chain Sustainability
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Telli, G., Karamanoğlu Şekeroğlu, Ö. ve Kaykusuz, M. (2015). Brand management benchmarking (BMB) for global arena. International Conference Value Chain Sustainability. s. 317-323.
