Critique Of The Global Arena

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An Article Critique on Branding in the Global Arena: The Role of Culture Howard Schultz, the founder of Starbucks, puts it best when he stated: “If people believe they share values with a company, the will stay loyal to a brand” (Fifield, 2015, para. 8). The values Schultz refers too are defined as “the moral principles and beliefs or accepted standards of a person or social group” (Collins Dictionary Website, 2016, expression 5). In this qualitative study, “Branding in The Global Arena: The Role of Culture” (Krueger & Nandan, 2008) the significance of culture in formulating and maintaining an effective global strategy is discussed. This study by Krueger and Nandan examine branding in the global context, cultural dimensions that affect branding including specific examples from China and India, and key issues for global companies. The purpose of this critique is examinee Krueger and Nandan’s study, by examining the articles key components listed above and identifying strengths and weaknesses of the following; the article’s research purpose, methodology, results, and discussion. Krueger and Nandan’s research is written clearly and concisely in a manner that is easy for the reader to follow. The research has a clear thesis statement which is stated in its introduction, and the body of the research addresses the problem identified in the thesis; the conclusion also addresses the thesis statement. Key terms applicable to the reader understanding the research are addressed and
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