Explaining market making and branding of Iran saffron based on strategic models (case study: Negin Zafaran Company)

سال انتشار: 1393
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 692

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شناسه ملی سند علمی:

EAMS01_214

تاریخ نمایه سازی: 19 تیر 1394

چکیده مقاله:

There are different visions about market making and its adaptation to international standards. It is obvious that decisions based on achieving international brand should be made according to basic common and semi-common concepts of existing markets that need local adaptation. In the present study, a supply-demand model is proposed to facilitate the procedure of market making and product and service branding. Moreover, using strategic models for strategy configuration and standardization of Negin Zafaran brand and its adaptation with international brands, it was attempted to propose a model and evaluate its requirements. In this paper, after reviewing the issues relating to standardization concept, it is emphasized that brand core identity should remain fixed while its implementation must be localized. As a result, while retaining fundamental concepts of brand, strategy adaptation and its implementation according to local differences are accentuated

نویسندگان

Hadi Karimi

Scientific staff of university, Shandiz higher education institute, Mashhad

Akramsadat Hosseini

Investigational Advisor of Amir Kabir institute

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