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Description In practice, the personification of brands has happened frequently since celebrities started to endorse brands. The use of famous people and their personalities helps marketers position their brands, and can even seduce consumers who identify themselves with these stars. Do brand...

Description In today's affluent society the function of consumption has changed. Consumers do not primarily purchase products to satisfy their basic physiological and safety needs anymore but to reach higher-order goals. Social needs, self-esteem needs and the need for self-actualization come to...

Description Building a brand driven culture is a lifelong commitment to a mindset and a way of life that takes time, planning and perseverance that produces intangible outputs which include greater customer satisfaction, reduced price sensitivity, fewer customer defections, a greater share of...

Description Consumers often describe brands by using adjectival descriptors of personality traits, and marketers often create or reinforce these perceptions by their brand positioning. Successfully positioning a brand's personality within a product category requires measurement models that are...

Description Brand personality has been defined as the human characteristics or traits that can be attributed to a brand. Corporate brand personality is a form of brand personality specific to a corporate brand. Unlike a product brand personality that typically relates to consumers and user...

Description There are some industries whose strategic innovations are easier and faster to replicate because the products are mostly commodities, one of such industries is the fast-moving consumer goods industry (FMCG). ILLUSTRATING THE COMPETITIVE DYNAMICS OF AN INDUSTRY: THE FAST-MOVING...

Description The area of Wine Marketing has not been recognised as a formal area within marketing or business. However, the number of practioners world - wide and now the number of academics working in this area has grown. Consumer Purchasing Behaviour for Wine: What We Know and Where We are...

Description Product design has been recognized as an opportunity for differential advantage in the market place. The appearance of a product influences consumer product choice in several ways. To help product development managers in optimizing the appearance of products, we identified the...

Description This introduction covers the background research, the problem statement and the aim and purpose of this research. Moreover, the literature review, the scope and method of this research, and conceptual framework are discussed. School of Sustainable Development of Society and...

Description In an environment of competitive market, the success of every industry largely depends on how precisely it can understand the target consumers. Because, such an understanding is the sole means to translate the needs and wants of the prospective consumers into products or services...

Description The operation of transportation determines the efficiency of moving products. The progress in techniques and management principles improves the moving load, delivery speed, service quality, operation costs, the usage of facilities and energy saving. Transportation takes a crucial...

Description The logistics industry in India is evolving rapidly and it is the interplay of infrastructure, technology and new types of service providers that will define whether the industry is able to help its customers reduce their logistics costs and provide effective services (which are also...

Description The auto industry is one of the key sectors of the Indian economy. The Industry comprises of automobile and the auto components sectors and encompasses commercial vehicles, multi-utility vehicles, passenger cars, two wheelers, three wheelers and related auto components. 163 CHAPTER...

Description Knowledgeable observers say that many, though not all, automotive companies are running their supply chain well. American and European automotive companies are losing their shares and profits whereas Japanese companies are increasing world market shares and gaining more profits...

Description In the wake of the financial crisis, banks around the world have to adapt to a different and rapidly changing business Cash is the life blood of any business. It is very important factor to any orgnisation. It helps to achieve the objectives of the business and helps to carry the...

Description The 1980s and 90s saw a rapid integration of international capital and financial markets. The impetus for globalized financial markets initially came from the governments of major countries that had begun to deregulate their foreign exchange and capital markets. Emergence of...

Description International Finance is a distinct field of study and certain features set it apart from other fields. The important distinguishing features of international finance from domestic financial management are discussed in this document Distinguishing Features of International Finance...

Description Formerly, European financial markets were characterised by the existence of market imperfections. This was especially the case for the short-term financial markets. Since the revival of the European Common Market, as initiated by the White Paper of 1985, a number of these...

Description The term cash management can be broadly defined to mean optimization of cash flows and investment of excess cash. From an international perspective, cash management is very complex because laws pertaining to cross-border cash transfers differ among countries. doc_684688372.pdf

Description Under what conditions will a multinational corporation alter its operations to manage its risk exposure? We show that multinational firms will engage in operational hedging only when both exchange rate uncertainty and demand uncertainty are present. Operational hedging is less...