How global brands create firm value: the 4V model

How global brands create firm value: the 4V model Purpose – The purpose of this paper is to propose a conceptual framework – the 4V model – for better understanding how global brands create firm value. Organized around the global brand value chain, the 4V model includes four sets of value‐creating activities: first, valued brands; second, value sources; third, value delivery; and fourth, valued outcomes. Design/methodology/approach – The approach is conceptual with illustrative examples. Findings – The sources of global brand value and the processes through which global brands contribute to firm value differ systematically across types of global brands. This paper highlights interrelations and how different activities built upon and reinforce each other. Research limitations/implications – The 4V model ties together broad strands of research conducted to date and offers insights into ways the paper might better understand and study global brands. It should inspire empirical research on the associations between the 4Vs. Practical implications – International marketing managers should be able to develop and evaluate global brand strategies more effectively using the 4V model described in this paper. Linking their strategies to valued outcomes puts marketers more firmly at the level in the organization they deserve, namely, the C‐Suite. Originality/value – The framework offered in this paper is unique in that it blends insights obtained from multiple sources, namely, academic research, articles that appeared in the business press, case studies, and interactions with managers and policy makers around the world. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

How global brands create firm value: the 4V model

International Marketing Review, Volume 31 (1): 25 – Feb 4, 2014

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Publisher
Emerald Publishing
Copyright
Copyright © 2014 Emerald Group Publishing Limited. All rights reserved.
ISSN
0265-1335
DOI
10.1108/IMR-10-2013-0233
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to propose a conceptual framework – the 4V model – for better understanding how global brands create firm value. Organized around the global brand value chain, the 4V model includes four sets of value‐creating activities: first, valued brands; second, value sources; third, value delivery; and fourth, valued outcomes. Design/methodology/approach – The approach is conceptual with illustrative examples. Findings – The sources of global brand value and the processes through which global brands contribute to firm value differ systematically across types of global brands. This paper highlights interrelations and how different activities built upon and reinforce each other. Research limitations/implications – The 4V model ties together broad strands of research conducted to date and offers insights into ways the paper might better understand and study global brands. It should inspire empirical research on the associations between the 4Vs. Practical implications – International marketing managers should be able to develop and evaluate global brand strategies more effectively using the 4V model described in this paper. Linking their strategies to valued outcomes puts marketers more firmly at the level in the organization they deserve, namely, the C‐Suite. Originality/value – The framework offered in this paper is unique in that it blends insights obtained from multiple sources, namely, academic research, articles that appeared in the business press, case studies, and interactions with managers and policy makers around the world.

Journal

International Marketing ReviewEmerald Publishing

Published: Feb 4, 2014

Keywords: Marketing strategy; Global marketing; Market segmentation; Brand value; Consumer culture; Global brands

References

  • The psychology of globalization
    Arnett, J.J.
  • A dynamic framework for understanding cross‐national segmentation
    Cannon, H.M.; Yaprak, A.
  • Redefining Global Strategy
    Ghemawat, P.
  • International market selection and segmentation: perspectives and challenges
    Papadopoulos, N.; Martín, O.M.
  • Global brands: taking stock
    Quelch, J.A.
  • How Global Brands Create Firm Value
    Steenkamp, J.‐B.E.M.
  • Understanding international branding: defining the domain and reviewing the literature
    Whitelock, J.; Fastoso, F.

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