资源描述：
《为何不买委内瑞拉的巧克力》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、为什么你们不买委内瑞拉的巧克力？Callitthe“provenanceparadox.”It’sthebigmarketingchallengeforemergingmarketsinthenextdecade.-----byRohitDeshpandRegulatingProvenance:TheChampagneEffectEmergingeconomiesmaybeabletoturnthisregulatoryschemetotheiradvantage:Forinstance,in2007,Colombiabecameth
2、efirstnon-EUcountrytowindesignationforaproduct—inthiscase,itscoffee.Butmostly,ProtectedGeographicalStatusservesasonemorehurdleforemerging-marketcompaniesenroutetofullacceptanceandfairprices.It’sacatch-22thatleavescompanieslikeElRey—andwinemakerConchayToroinChile,ITconsu
3、ltancyInfosysinIndia,refrigeratormakerArcelikinTurkey,anddozensofothers—unabletopriceproductsinawaythatgeneratestherevenueneededtofuelglobalgrowth.Brandbuildinginemergingmarketsisalong-standingproblem—andonethat’sbeenaparticularfocusofChineseandIndiancompaniesoverthepas
4、tdecade.Butasdevelopingcountriesgainglobaleconomicpower,theprovenanceparadoxisbecoming the marketingandbrandingchallengeforthenextdecade.It’sthemanagementproblemIhearaboutmostfromthehundredsofcompaniesinemergingmarketsthatIvisit,consultwith,andstudy.Theseproudcompaniesa
5、redeterminedtomovebeyondtheircountries’colonialheritageofbeingtheworld’ssupplierofrawmaterialsandbecomeformidableglobalcompetitors.Forthecompaniesfacingtheprovenanceparadox,thereisgoodnewsandbadnews.Thegoodnewsisthattherearespecificstrategiestodealwiththischallengethatc
6、ompanies,andevencountries,haveemployedsuccessfully.(See“FiveStrategiesforCombatingtheProvenanceParadox.”)Inmanyways,theproblemsfacingChineseandIndianfirmsin2010aresimilartothosefacedbyJapanesefirmsastheyexpandedintotheU.S.inthe1950sand1960s,andbyKoreancompanieswhentheym
7、ovedintoglobalmarketsinthe1980s.Thesecasestudiescanoffervaluablelessonstocompaniesfromtoday’semergingeconomies.FiveStrategiesforCombatingtheProvenanceParadox.Thebadnews:Evenwhencompaniesaresuccessful,itcanbeaveryslowprocess.That’spartlybecauseemergingmarketsaredevelopin
8、gfasterthanthestereotypesareeroding.Eventoday,mostofthegoodsfromemergenteconomiesthatareconsidered“highquality
