Detail Analyisis Of Standardization And Localization Strategy Of A Global Brand In Search For Optimum Fit, A Case Study Of Toyota Kijang Inn Bibliografi Author: SUWANTO, RATNA MIRANDA ; Nugroho, Aloisius Agus (Advisor) Topik: Global brand; Standardization; Localization; Optimum Fit Bahasa: (EN )     Penerbit: Program Studi Administrasi Bisnis - Fakultas Ilmu Administrasi Bisnis dan Ilmu Komunikasi Unika Atma Jaya     Tempat Terbit: Jakarta    Tahun Terbit: 2007     Jenis: Theses - Undergraduate Thesis Fulltext: Ratna Miranda Suwanto's 1 Undergraduate Theses.pdf (958.56KB; 78 download) Lampiran FIAN-1385.pdf (1.51MB; 1 download) Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: FIAN-1385 Non-tandon: tidak ada Tandon: 1  Lihat Detail Induk Abstract The market today is not a ‘homogenous market’ as once argued, consumer’s lifestyle and need are getting more and more diverse. Brands cannot be just global or just local, what is needed is a post global brand which have a global appeal but also address the local specifications. Toyota as a Multinational Corporation also is in search to build a post global brand to gain optimum fit between standardization and localization, how this is done especially in its Toyota Kijang Innova brand is what hiis research tries to find out. This research is using qualitative study in doing in-dept interviews with several key persons in the Marketing Planning and Customer Satisfaction Division including the Marketing Communication Department. And with the interview results trying to build a picture how Toyota is building the optimum fit. The research result is that it is true that Toyota is a company that pays attention to both localize and standardize and that Kijang lnnbva is a product of the search for the optimum fit. This is done through maintaining a brand image consistency but allowing messages to accommodate cultural differences coming from its business strategy and supported by an ideal organization structure. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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