Abstract
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Abstract
Details
Keywords
Iron deficiency anaemia is a relatively common problem, even in the well‐fed countries of the western world. It is not only due to a low dietary intake of iron; even when the food…
Abstract
Iron deficiency anaemia is a relatively common problem, even in the well‐fed countries of the western world. It is not only due to a low dietary intake of iron; even when the food appears to provide an adequate amount, absorption may be hampered by other dietary components.
Since Theodore Levitt's seminal article was published in 1983, globalization has become a dominant theme of international strategy. The popularity of the concept has led to…
Abstract
Since Theodore Levitt's seminal article was published in 1983, globalization has become a dominant theme of international strategy. The popularity of the concept has led to overuse and misuse, so that companies may speak of “global” strategy when they actually mean “international” and are speaking in a general sense of anything connected with doing business outside the domestic market.
Jacqueline Botterill and Stephen Kline
This paper seeks to report historical research into McDonald's public communication strategies as the corporation responded to the rising tide of “political consumerism” that…
Abstract
Purpose
This paper seeks to report historical research into McDonald's public communication strategies as the corporation responded to the rising tide of “political consumerism” that accompanied its global market expansion (1960‐2005).
Design/methodology/approach
Reviewing the brand's public relations strategies, through a content analysis of news coverage, the paper analyzes the way communication strategists took account of the anxieties about youth labour practices, community relations, globalization, environment and obesity which forced the brand to acknowledge the lifestyle risks associated with children and youth.
Findings
The case study portrays McDonald's as a figurehead of US entrepreneurial multinational capitalism. It reveals how addressing public opposition through the courts can backfire on a brand strategy so keen on defending its honour. The case study also finds that listening and engaging with critics is as effective as suing them for McDonald's.
Originality/value
The paper contributes to the historical recognition of the role that corporate communications professionals play – particularly marketing and public relations specialists – in transforming corporate practices by acknowledging consumers' growing anxieties about industrialization.
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Examines the need to carryout international consumer research, the importance of first hand, experience of consumer behaviour in foreign markets, and the design of consumer…
Abstract
Examines the need to carryout international consumer research, the importance of first hand, experience of consumer behaviour in foreign markets, and the design of consumer research studies. Suggests that the nature of international consumer behaviour and the requirements for international marketing decisions requires two components understanding of behavioural science in relation to consumer behaviour; and knowledge of modern marketing research techniques, their assumptions, limitations and advantages. Proposes that correct usage of these components will advance the quality and utility of consumer research.
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If, as everybody agrees now, business should be about meeting customers’ needs, it makes sense to involve customers as we create strategy. But here lies a problem. Ordinary market…
Abstract
If, as everybody agrees now, business should be about meeting customers’ needs, it makes sense to involve customers as we create strategy. But here lies a problem. Ordinary market research techniques are fine for finding out what customers think about what already exists. They are much less good at helping us uncover customers’ attitudes to what might be, or their ideas about what should be.