Multi-Brand Power is the strategy where the local agency enters into the different products portfolio. It’s a process of introducing the ranges of product categories in different brand profile and the making the class in terms of different price segments to the consumers.
When there is more than one brand offer with private labeling, providing the different country of origin products or same line in the competition with the existence agency of multinational company--What will be the Reaction strategies that multinational companies applying..........
Congrats for bringing out an interesting topic to the fore. As an author and long-time practitioner I IB I would like to advise you one thing. If you’re planning to explore academic resources on the subject, you may use my books on IB; namely, 1. International Business: Environments and Strategies (2015), 1st ed. Taleju Prakashan; 2. International Business: Text and Cases (three revised editions 2005, or 2009, and 2014 of Taleju Prakashan), and/or 3. Essentials of International Business and Environment (2013), Asmita Books”. Go for the concerned chapters. Good luck!
Dear Professor Sthapit,
Thank you for wonderful support. As per your suggestion, I will definitely follow those books with concern Chapter . also it would be great, if you suggest some of journals related to this topic area.
Thanks,
Narayan
Hi Narayan. George Haley and I did several case studies and books on competition between MNCs and local companies including on brands, channels, positioning, access to information and data, and etc. Most of this work dealt with competition in Asian markets. More information, including some of the articles we wrote, is accessible through my publications page linked below. Hope this helps
Best,
Usha
https://www.researchgate.net/profile/Usha_Haley2/contributions
Narayan, Telstra's defence against Optus may be relevant (Roberts et al. Marketing Science 2004, 2005 and Roberts HBR 2005). It is a bit different (local defendant against a global new entrant), but the principles are the same. Cheers, John R.
Dear Professor Roberts,
I found very interesting article —thank you very much for your support, some of different like: My research is base on Interpretivist approach however this is base on Positivist . Second the article talked more on new entrant, influence to loss in market share and its marketing diagnostic—my research is mainly base on the impact on particular one brand with another inside the agency and strategies reaction of how to differentiate on their strategic mix with qualitative inquiry.
Kindly request you to support me on this-------------
Narayan, I am afraid that I am not really a qualitative researcher, but good luck with your study.