Building Strong Global Brands: Impact of Cross Sector Alliances, Sustainable Innovations and Strategic CSR
Keywords:
Global Brands, Brand Value, Cross-Sector Alliance, Sustainable Innovations, Strategic CSRAbstract
This research investigates three key dimensions that have an impact on multiple stakeholders, and can enhance the value of global brands. These are: (i) Cross-Sector Alliances (CSA), (ii) Sustainable Innovations (SI), and (iii) Strategic CSR. Five global brands have been selected that appear both in the Forbes list of “Most Sustainable Companies” and Interbrand list of “Best Global Brands” in 2017. Data has been gathered through documentary research. Content analysis of this data-set has led to the compilation of five case studies. Key findings and managerial implications are discussed. The contribution of this research is that it adopts a new approach to studying global brand management by incorporating CSA, SI and strategic CSR. It focuses not only on the economic aspects of global branding but also on potential societal and environmental outcomes for enhancing brand value.
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