Brand Internationalization Process: the Case of Ecolab
Abstract
This study is about the process followed by multinational enterprises in building their
brands internationally and the challenges encountered in the undertaking. Today, a Brand
is considered as a valuable asset for the firm. It is the only way through which customers
differentiate the products in the market place and attribute the premium value based on
brand equity. Strong global brands have a stronger appeal when compared to weaker ones
this attribute is vital in the progression of business in new markets in the international
arena.
The study explores the processes and strategies adopted by firms in their efforts to build
global enterprises. Relevant concepts and underlying theories related to the topic have
been reviewed in chapter two and later an empirical discussion of related studies. The
research design used is a case study of Ecolab which is an American multinational in the
B-B commercial sector. An interview guide was used as a means of collecting data from
the company and later on the data analyzed through content analysis data analysis
technique.
In the final section of the study, conclusions are drawn from the study based on the data
collected and analysis of the same. The study recommends further study by reviewing
more cases both in the B-B and B-C sectors. Study limitations are then pointed out that
could be avoided to better the outcomes of related studies.
Publisher
University of Nairobi