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Global brand, local brand communications - strategy for global competitiveness : the case of Canon in India /

The case charts Canon's branding history and its marketing efforts in India specifically how Canon attempts to act as a local company. Canon has been involved in various corporate social responsibility initiatives and gained a local reputation as an excellent employer. The case explains how Can...

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Bibliographic Details
Main Authors: Krishnan, Omkumar (Author), Nafees, Lubna (Author)
Format: eBook
Language:English
Published: London : Indian Institute of Management, Kozhikode, 2017.
Series:SAGE Business Cases.
Subjects:
High technology industries > India > Marketing > Case studies.
Industrial management > India > Case studies.
Branding (Marketing) > India > Case studies.
Gestion d'entreprise > Inde > Études de cas.
Stratégie de marque > Inde > Études de cas.
Branding (Marketing)
High technology industries > Marketing.
Industrial management.
India.
Electronic books.
Case studies.
Online Access:Connect to the full text of this electronic book
Description
Summary:The case charts Canon's branding history and its marketing efforts in India specifically how Canon attempts to act as a local company. Canon has been involved in various corporate social responsibility initiatives and gained a local reputation as an excellent employer. The case explains how Canon was able to grow during the recession of 2008 to 20009 through focusing on the needs of the customers and its marketing efforts.
Item Description:Originally Published In Krishnan, O., & Nafees, L. (2017). Global Brand, Local Brand Communications - Strategy for Global Competitiveness: The case of Canon in India. Kozhikode, India: Indian Institute of Management, Kozhikode.
Physical Description:1 online resource : illustrations.
ISBN:9781529708950
1529708958