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Managing local brands in facing challenges of globalization: Be a local or global leader?


Harun, Amran and Mohd Kassim, Abdul Wahid and Igau, Aizad Oswald and Hassan, Mohamad Ghozali and Swidi, Abdullah (2010) Managing local brands in facing challenges of globalization: Be a local or global leader? In: The Third International Conference on International Studies (ICIS 2010), 1st-2nd December 2010, Hotel Istana Kuala Lumpur. College of Law, Government and International Studies, Universiti Utara Malaysia. , Sintok, pp. 1-14. ISBN 9789832078456

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Official URL: http://icis.uum.edu.my/

Abstract

This article is resulting from literature review with in mind after taking into consideration all previous studies in regard to branding issue. All views and advice from academicians and practitioners are modified to fit with local issue. Domestic entrepreneurs are expected to be confronted by fierce competitions in the local markets after the arrival of regional free trade agreement in SEA countries also known as AFTA (Asean Free Trade Area). This situation further worsens by impact of globalization which indirectly influences their business performance. As entrepreneurs from developing country it is challenging to compete with global players that are well-established. Therefore, the discussion of this working paper concentrates on the issue of branding which guides local entrepreneurs to manage brand more effectively. Finally, the framework on strategic branding for local players will be discussed more detailed.

Item Type: Book Section
Additional Information: Jointly organised by Ministry of Higher Education, UUM College of Law, Government & International Studies (UUM COLGIS) and Association of International Studies Malaysia (AIS)
Uncontrolled Keywords: brands, local products, branding strategy.
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: School of Technology Management & Logistics
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 22 Feb 2011 09:28
Last Modified: 25 Apr 2016 00:53
URI: http://repo.uum.edu.my/id/eprint/2509

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