The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
International Branding at Mirza International: Dilemma Unsolved
|
|
Author(s): Gautam Dutta (Indian Institute of Foreign Trade, India)
Copyright: 2014
Pages: 14
Source title:
Cases on Consumer-Centric Marketing Management
Source Author(s)/Editor(s): Vimi Jham (Institute of Management Technology, Dubai, UAE)and Sandeep Puri (Institute of Management Technology, Ghaziabad, India)
DOI: 10.4018/978-1-4666-4357-4.ch009
Purchase
|
Abstract
Today, due to globalization, enterprises are increasingly looking towards the global marketplace to market their products. The business opportunities in the foreign markets are no longer considered as only available to large multinational enterprises with long term foreign market presence. Enterprises today, regardless size, take part in a global competitive market which is supported by great advances in information technologies, communication, and transportation. This trend solves one of the main weaknesses found in comparatively smaller enterprises of traditional focus: home country market dependency. The case focuses on Mirza International Limited which originated from a small Indian Tannery business. The company is led by an ambitious, aggressive management team which has helped in achieving phenomenal growth. The company has emerged as a frontrunner in the manufacturing and marketing of footwear. Headquartered in New Delhi, the company markets its leather and leather footwear products, across the globe the UK, Europe, South Africa, the Middle East, and so forth. However, company management is now at a crossroads in regards to a more aggressive approach to international brand building for its product and strategic decisions. This case aims to address these issues regarding smaller company’s internationalization and marketing. The case focuses on the dilemma often faced by medium sized firms from Asia in entering developed country markets in terms of branding or generic product development strategy. The case illustrates the differences in brand building that exist in a big multinational company and in smaller companies during internationalization.
Related Content
|
Aynetu Terefe, Shashi Kant, Metasebia Adula, Tafese Niguse.
© 2026.
26 pages.
|
|
Tanya, Nitin Pathak, Priyanka Chugh.
© 2026.
32 pages.
|
|
Nitika Sharma, Paras Sarjolta.
© 2026.
18 pages.
|
|
Manoj Govindaraj, Ravishankar Krishnan, L. Anitha, G. M. Shaju, Chandramowleeswaran Gnanasekaran, Jenifer Lawrence.
© 2026.
30 pages.
|
|
Ravishankar Krishnan, Navaneetha Krishnan Rajagopal.
© 2026.
28 pages.
|
|
Kriti Kishor, Sanjeev Kumar Bansal, Stefano Bresciani.
© 2026.
14 pages.
|
|
Shashi Kant, Tamire Ashuro, Metasebia Adula.
© 2026.
30 pages.
|
|
|