International brand expansion

Recently, there have been substantial changes in the way people consume, with the emergence of new collaborative business models that are flourishing globally. The success of these models has been attributed to numerous simultaneous societal changes. Financial crises have encouraged people to search for other means of consumption. Also, significant technological advances have led to the Internet to become prevalent, thus making technologies a crucial aspect of life. As such, collaborative consumption can no longer be considered a hype as it has undoubtedly become an international phenomenon. The discrepancy between the real world and existing research, especially in Morocco, warranted this thesis to try to contribute to the existing discourse. In addition, numerous studies have been done on the sharing economy topic, but only a few of them have been done on Morocco’s Uber sharing economy. More importantly, only few of them have explored the motivations of this sharing economy in Morocco. This study sought to enhance understanding by deeply exploring this phenomenon. To achieve this, a qualitative study was conducted through 160 interviews of Uber drivers in Morocco. The study established that there is lack of clear understanding among Uber drivers as providers about the meaning of collaborative consumption and sharing economy concepts. The study also established that three major motivators influenced them to take part in the sharing economy. Implications for future research are provided along with the limitations of the study. Keywords: Sharing economy, collaborative consumption, Uber, motivations

In this paper, we describe an international project for developing ‘Wellness Tourism’ across four regions of central Europe. The paper examines this project from the virewpoint of knowledge management and the partnerships involved in this project.

The Indian food service market had been an attractive market for both international and domestic fast-food chains due to its large population of young people, who were not averse to trying inexpensive new foods. Since the mid 1990s, several international food majors such as McDonald’s, Yum! Brands, Domino’s etc, were operating in India and trying to satiate the deep-rooted spice-laden traditional culinary palates. In 2013, Burger King as part of its business expansion partnered with Singapore-based Everstone Group, to develop a strategy to rollout quick service restaurants in India, which was in the midst of rapid social change. However, according to analysts, Burger King had to tweak its core product offering, to adapt to Indian palates where a majority of the population were vegetarians. The biggest challenge for Burger King in India would be to build an appropriate supply chain network and develop last minute connectivity. With the Indian fast food retail market expected to touch the `70 billion mark by 2015-16, it remained to be seen, how Burger King and Everstone Group would be able to overcome the challenges and cater to the vast divergent tastes and preferences of Indians to build a long-term and profitable business.

A number of FMCG brands in Russia today exploit nostalgia and images associated with national identity to gain legitimacy and win market share. Yet so far very little research has been conducted on this particularly interesting, and significant aspect of contemporary Russian consumer culture. This is the focus of our paper, which looks at how one brand in particular, InBev’s ‘Sibirskaya korona’, represents ‘Russian-ness’ on its packaging and social media pages.

Abstract:     
This paper was publicy presented at the International Conference "The State of Democracy in Europe" organized by the Doctoral School of Political Science of the University of Bucharest, between 13-14 December 2010.

The idea of this paper first appeared in 2008 after an international conference held in Bucharest on the future of NATO. If at first regarded with suspicion the idea of creating a NATO brand became more or less official later that year when NATO hired the executive from the Coca-Cola Company, Michael Stopford, as deputy assistant secretary general for strategic communication services. “We have the green light to think about branding policy for NATO” (Jean-François Bureau, NATO’s assistant secretary general for public diplomacy, 2008).

Keywords: NATO, branding, international organizations, propaganda, terrorism, public relations, communication

JEL Classifications: Z00

"Abstract: This paper was publicy presented at the International Conference "The State of Democracy in Europe" organized by the Doctoral School of Political Science of the University of Bucharest, between 13-14 December 2010. The idea of this paper first appeared in 2008 after an international conference held in Bucharest on the future of NATO. If at first regarded with suspicion the idea of creating a NATO brand became more or less official later that year when NATO hired the executive from the Coca-Cola Company, Michael Stopford, as deputy assistant secretary general for strategic communication services. “We have the green light to think about branding policy for NATO” (Jean-François Bureau, NATO’s assistant secretary general for public diplomacy, 2008). Keywords: NATO, branding, international organizations, propaganda, terrorism, public relations, communication JEL Classifications: Z00 "

Recently, there have been substantial changes in the way people consume, with the emergence of new collaborative business models that are flourishing globally. The success of these models has been attributed to numerous simultaneous societal changes. Financial crises have encouraged people to search for other means of consumption. Also, significant technological advances have led to the Internet to become prevalent, thus making technologies a crucial aspect of life. As such, collaborative consumption can no longer be considered a hype as it has undoubtedly become an international phenomenon. The discrepancy between the real world and existing research, especially in Morocco, warranted this thesis to try to contribute to the existing discourse. In addition, numerous studies have been done on the sharing economy topic, but only a few of them have been done on Morocco’s Uber sharing economy. More importantly, only few of them have explored the motivations of this sharing economy in Morocco. This study sought to enhance understanding by deeply exploring this phenomenon. To achieve this, a qualitative study was conducted through 160 interviews of Uber drivers in Morocco. The study established that there is lack of clear understanding among Uber drivers as providers about the meaning of collaborative consumption and sharing economy concepts. The study also established that three major motivators influenced them to take part in the sharing economy. Implications for future research are provided along with the limitations of the study.
Keywords: Sharing economy, collaborative consumption, Uber, motivations

This article looks at the factors that have influenced the Estonian adaptation of the Idols format, Eesti otsib superstaari. Based on existing literature, as well as on interviews with representatives of the local TV industry, this article suggests that the most influential factor is the small size of the Estonian TV market. Most changes to the original format have been made for practical reasons and not due to cultural considerations. Hence, this article argues that it is mostly market and industry logistics that influence programme imports and local adaptations and not so much the cultural shareability of such programmes.