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Getting to global: An evolutionary perspective of brand expansion in international markets

Author

Listed:
  • Janell D Townsend

    (Marketing and International Business, Oakland University, Rochester, USA)

  • Sengun Yeniyurt

    (School of Business, Rutgers University, Piscataway, USA)

  • Mehmet Berk Talay

    (Department of Marketing, HEC Montréal, Canada)

Abstract

The globalization of brands is an evolutionary process that is determined by environmental and firm-level factors, including a brand's position in the firm's global brand architecture. A framework is developed incorporating aspects of environmental uncertainty, mimetic behavior, and experiential learning as they relate to the globalization of brands. Global brand architecture is introduced as an important strategic consideration of a brand's position and stage of internationalization. The hypotheses are tested within the context of the global automotive industry, employing an event history analysis with time-varying covariates. The results reveal complex effects with respect to the role of market attractiveness, experiential learning, and mimetic behavior in globalization patterns. Overall, this study suggests that firms can accelerate the process of creating global brands if they enter the three major continents in the early stages of international expansion. Journal of International Business Studies (2009) 40, 539–558. doi:10.1057/jibs.2008.87

Suggested Citation

  • Janell D Townsend & Sengun Yeniyurt & Mehmet Berk Talay, 2009. "Getting to global: An evolutionary perspective of brand expansion in international markets," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 40(4), pages 539-558, May.
    • Handle: RePEc:pal:jintbs:v:40:y:2009:i:4:p:539-558
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    1. Wang, Hongshu & Shi, Xinwei & Chen, Wenwei & Chen, Zeyu & Wang, Zhijie, 2024. "The impact of formal and informal institutional distances on the strategic asset seeking motives of Chinese multinational enterprises: An analysis of patent and trademark acquisitions," International Business Review, Elsevier, vol. 33(4).
    2. Kusi, Samuel Yaw & Gabrielsson, Peter & Kontkanen, Minnie, 2021. "Developing brand identities for international new ventures under uncertainty: Decision-making logics and psychic distance," International Business Review, Elsevier, vol. 30(6).
    3. Chatzipanagiotou, Kalliopi & Christodoulides, George & Veloutsou, Cleopatra, 2019. "Managing the consumer-based brand equity process: A cross-cultural perspective," International Business Review, Elsevier, vol. 28(2), pages 328-343.
    4. Matanda, Tandadzo & Ewing, Michael T., 2012. "The process of global brand strategy development and regional implementation," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 5-12.
    5. Carl Benedikt Frey & Atif Ansar & Sacha Wunsch-Vincent, 2014. "Defining and measuring the 'Market for Brands': Are emerging economies catching up?," WIPO Economic Research Working Papers 21, World Intellectual Property Organization - Economics and Statistics Division.
    6. Mahmut Sonmez & Deli Yang & Gerald Fryxell, 2013. "Interactive Role of Consumer Discrimination and Branding against Counterfeiting: A Study of Multinational Managers’ Perception of Global Brands in China," Journal of Business Ethics, Springer, vol. 115(1), pages 195-211, June.
    7. Ellis, Paul D., 2010. "International trade intermediaries and the transfer of marketing knowledge in transition economies," International Business Review, Elsevier, vol. 19(1), pages 16-33, February.
    8. Kusi, Samuel Yaw & Gabrielsson, Peter & Baumgarth, Carsten, 2022. "How classical and entrepreneurial brand management increases the performance of internationalising SMEs?," Journal of World Business, Elsevier, vol. 57(5).
    9. Barroso, Alicia & Giarratana, Marco S. & Pasquini, Martina, 2019. "Product portfolio performance in new foreign markets: The EU trademark dual system," Research Policy, Elsevier, vol. 48(1), pages 11-21.
    10. Estrin, Saul & Meyer, Klaus E. & Pelletier, Adeline, 2018. "Emerging Economy MNEs: How does home country munificence matter?," Journal of World Business, Elsevier, vol. 53(4), pages 514-528.
    11. Flikkema, Meindert & Castaldi, Carolina & de Man, Ard-Pieter & Seip, Marcel, 2019. "Trademarks’ relatedness to product and service innovation: A branding strategy approach," Research Policy, Elsevier, vol. 48(6), pages 1340-1353.
    12. Melnyk, Valentyna & Giarratana, Marco & Torres, Anna, 2014. "Marking your trade: Cultural factors in the prolongation of trademarks," Journal of Business Research, Elsevier, vol. 67(4), pages 478-485.
    13. Verdiana Giannetti & Gaia Rubera, 2020. "Innovation for and from emerging countries: a closer look at the antecedents of trickle-down and reverse innovation," Journal of the Academy of Marketing Science, Springer, vol. 48(5), pages 987-1008, September.
    14. Yeniyurt, Sengun & Henke, John W. & Cavusgil, Erin, 2013. "Integrating global and local procurement for superior supplier working relations," International Business Review, Elsevier, vol. 22(2), pages 351-362.
    15. Denicolai, Stefano & Hagen, Birgit & Zucchella, Antonella & Cubero Dudinskaya, Emilia, 2019. "When less family is more: Trademark acquisition, family ownership, and internationalization," International Business Review, Elsevier, vol. 28(2), pages 238-251.
    16. Yang, Monica & Hyland, MaryAnne, 2012. "Similarity in Cross-border Mergers and Acquisitions: Imitation, Uncertainty and Experience among Chinese Firms, 1985–2006," Journal of International Management, Elsevier, vol. 18(4), pages 352-365.
    17. van der Lans, Ralf & van Everdingen, Yvonne & Melnyk, Valentyna, 2016. "What to stress, to whom and where? A cross-country investigation of the effects of perceived brand benefits on buying intentions," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 924-943.
    18. Messner, Wolfgang, 2024. "Exploring multilevel data with deep learning and XAI: The effect of personal-care advertising spending on subjective happiness," International Business Review, Elsevier, vol. 33(1).
    19. Choi, Jeongho & Yeniyurt, Sengun, 2015. "Contingency distance factors and international research and development (R&D), marketing, and manufacturing alliance formations," International Business Review, Elsevier, vol. 24(6), pages 1061-1071.
    20. Li, Qinghai & Deng, Ping, 2017. "From international new ventures to MNCs: Crossing the chasm effect on internationalization paths," Journal of Business Research, Elsevier, vol. 70(C), pages 92-100.
    21. Casillas, José C. & Moreno, Ana M. & Acedo, Francisco J., 2012. "Path dependence view of export behaviour: A relationship between static patterns and dynamic configurations," International Business Review, Elsevier, vol. 21(3), pages 465-479.

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