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市场营销Licensing,StrategicAlliances,FDI
Has been growing in the last two decades Mitigates risk of financial exposure in other country markets Common method of penetrating new markets, leveraging existing brand names Firms provide pre-planning tools to entice local investors, including location advice. Coop advertising of the brand name E.g. McDonalds, Wendy’s, Dunkin Donuts, Yum (Pizza Hut, KFC, Taco Bell) Close-up: Fast Food Franchising 6-* Franchising a la McDonalds:Pros and Cons Advantages The basic “product” sold is a well-recognized brand name (50-50 split on advertising costs). The franchisor provides various production and marketing support services to the franchisee (potatoes in Russia). The local franchisee raises the necessary capital and manages the franchise (not in Moscow). Disadvantages Careful and continuous quality control is necessary to maintain the integrity of the brand name (Paris problem). 6-* Licensing: OEM Original Equipment Manufacturing (OEM) A company enters a foreign market by selling its unbranded product or component to another company in the market country Examples: Canon provides cartridges for Hewlett-Packard’s laser printers Samsung sells unbranded television sets , microwaves, and VCRs to resellers such as Sears, Amana, and Emerson in the U.S. 6-* C. Strategic Alliances Strategic Alliances (SAs) Typically a collaborative arrangement between firms, sometimes competitors, across borders Based on sharing of vital information, assets, and technology between the partners Have the effect of weakening the tie between potential ownership advantages and company control 6-* Non-equity Strategic Alliances: – Distribution Alliances – Manufacturing Alliances – Research and Development Alliances Equity Strategic Alliances – Joint Ventures Equity and Non-Equity SAs 6-* Equity Alliances: Joint Ventures Joint Ventures Involve the transfer of capital, manpower, and usually some technology from the foreign partner to an existing local firm. Examples include Rank-Xero
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