Rachel Wyatt – Swanson
Draft a one page each response to
each question using the sources below. Use American English and APA references.
Discussion Questions– Week 4
1. Brands are important because
product differentiation is difficult to sustain; accordingly, brands become the
most sustainable competitive advantage. Global brands have become more
important because financial brand equity is strongly correlated with global
reach.
Proctor &Gamble has 22 global brands that sell more than one
billion dollars each. What do you think is the key to the company’s success?
Why are global brands often the most valuable assets of a global firm?
2, Alliances are strategic when they impact a company’s core
competencies, its long-term survival or benefits, or its competitors. The use
of strategic alliances can make corporate global moves more affordable,
flexible and effective (De Kluyver, 2000). However, Medcof (1997)
mentioned that the wrong choice of partner is among the most important reasons
for failure of an alliance.
Based on your readings this week, what the advantages and
disadvantages of global strategic alliances?
Sources
of information to use for your responses:
Bleeke,
J. & Ernst, D. (1993). Sleeping with the enemy. Harvard
International Review, 15(4), 12-15. Retrieved from hbr.harvard.edu
De
Kluyver, C. (2000). Strategic thinking: An executive perspective.
Upper Saddle River, NJ: Prentice Hall.
Medcof,
J.W. (1997). Why too many alliances end in divorce? Long Range
Planning, 30(5). Retrieved from www.lrp.ac
