NDLI: Determination of appropriate brand entry mode for SOE telecommunication market: A neuro marketing and cross-cultural perspective

Content Provider	IEEE Xplore Digital Library
Author	Lukač, D. Schäfer, M.
Copyright Year	2010
Description	Author affiliation: Deutsche Telekom AG, Friedrich-Ebert-Allee 140, 53113 Bonn, Germany (Schäfer, M.) \|\| Rheinische Fachhochschule Köln gGmbH - University of Applied Sciences, Vogelsanger Strasse 295, 50825, Germany (Lukač, D.)
Abstract	Scientist and practitioner interest has focused on branding as an approach of competitive differentiation and as the way to generate short and long-standing competitive advantage, best quality of services and customer value. Nevertheless, less consideration has been dedicated to development of the appropriate branding approach based on neuro marketing, anthropological and cross-cultural research. The purpose of this paper is to evaluate different market entry strategies in terms of branding to provide a starting point for the development of aa appropriate brand strategy in South Eastern Europe (SOE) markets. Our analysis is based on the Croatian and Serbian telecommunications market. The analysis is among others based on empirically data concerning the national cultural dimensions and the experience of the telecommunication companies in SOE. This paper describes possible causes and drivers for the successful implementation of Deutsche Telekom's telecommunications strategy in Croatia and develops, based on comparative analysis and in the scope of a potential entry of the Serbian market by foreign investors, suggestions for the appropriate branding approach which can currently be used as a backing for the branding strategy in telecommunication sector in Serbia.
Starting Page	386
Ending Page	391
File Size	198086
Page Count	6
File Format	PDF
ISBN	9781424486632
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2010-09-23
Publisher Place	Croatia
Access Restriction	Subscribed
Rights Holder	University of Split, FESB
Subject Keyword	Uncertainty Investments Humans Companies Communications technology Cultural differences
Content Type	Text
Resource Type	Article

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
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4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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