Document Type
Article
Publication Date
12-10-2017
Abstract
In academic literature, brands have been categorized as either global or local, driven primarily by the distance their businesses reach beyond their national borders. This difference is evaporating with the advent of digital marketing and ecommerce. Academics clearly recognize this changing landscape and have researched the impacts to consumer perceptions and identities, but literature has provided less strategic direction for global and local brand leaders as they compete head-to-head in the fast-paced global marketplace. This qualitative study of fifty executives in the global/local sports product industry reveals distinctly different paths taken by global brands toward local authenticity and local brands to becoming globally accepted. This research offers a new framework called the Omni-Brand Orientation. This construct suggests ways to help guide global brands toward local authenticity by focusing on local insights, multi-cultural teams, learning organization, social networking and positive affect while showing local brands a path to gain global acceptance through design innovation, originality, brand power and performance. The Omni-Brand Orientation framework suggests a new construct for further academic research as well as guidance for both global and local brand leaders as they grow their businesses internationally.
Keywords
branding (marketing), consumer profiling, Weatherhead School of Management, global brand, local brand, Omni-Brand Orientation, local authenticity, global acceptance, multi-cultural teams, originality, learning organization, social networking, positive affect, design innovation
Rights
© The Author(s). This is an open access work distributed under the terms of the Creative Commons Attribution-Non-Commercial (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial reuse, distribution, and reproduction in any medium, provided the original work is properly cited.
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Department/Center
Design & Innovation
Recommended Citation
Schmidt-Devlin, Ellen, "Building Globally Accepted Local Brands and Locally Authentic Global Brands" (2017). Student Scholarship. 122.
https://commons.case.edu/studentworks/122