서론
20년 전 서양기업 , 신흥시장을 거만한 시각으로 바라보며 경영
서양의 고소득층 세분화로, 방대한 저소득층의 대규모시장의 놓침
신흥시장 ,새로운 자원의 수입의 혁신적인 대기업 경영활동의 원천
문화적인 민감성을 넘어, 사업모델의 모든 요소를 재고하고 변경해야 함
MNCs의 거대한 신흥
METHOD
Sampling Frame and Mailing Procedure
Data for the study come from a direct mail survey of top marketing executives drawn from a nationwide sample of manufacturing and service organizations. The mailing list of 2,000 companies was acquired from Dun & Bradstreet.
The sample was randomly drawn. Half of the sample was specified to be firms with more than $500 million in annual revenue an
1. Introduction
Our group has chosen to do a case study in the field of food service management, as that is related to our major.
In today’s service-oriented world, we often see companies formulating creative business methods to increase competition and to meet customer demands. Prime examples of such are two leading American companies in the field of grocery retail, Whole Foods Market (WFM)
market.
Actively Using Outsourcing
Nokia could acquire distribution channel between product and customers with relatively low cost by outsourcing. Since distribution channel is not directly related to product quality, Nokia could gain competitiveness by outsourcing or having alliances with local corporations.
2.2.4 MARKETING AND SALES
Building ‘Brand’
Brand consulting company call