Effects of globalisation on value chain of fast-moving consumer goods companies
Başlık çevirisi mevcut değil.
- Tez No: 520436
- Danışmanlar: Prof. GERARD HANLON
- Tez Türü: Yüksek Lisans
- Konular: Eğitim ve Öğretim, Education and Training
- Anahtar Kelimeler: Globalisation, Fast-Moving Consumer Goods, Glocalisation, Localisation, Regionalisation, Global Commodity Chains, Private Label, Procter & Gamble, Coca-Cola, Nestle
- Yıl: 2017
- Dil: İngilizce
- Üniversite: Queen Mary University of London
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 57
Özet
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Özet (Çeviri)
Purpose: This study aims to explore effects of globalisation on fast-moving companies' value chains. It covers the period of post Second World War to contemporary time. It focuses on strategies associated with marketing & sales, exploitation of technological development, and labour issues. It tries to fill the gap for lack of previous study associated with relationship between globalisation and FMCG industry. Methodology: This study has been conducted as a qualitative research to explore effects of globalisation that lead FMCG companies to apply certain strategies. Secondary sources (company annual reports, market research reports, industry publications from consulting companies, business magazines, and media sources) have been used to answer the research question. Three companies from three categories of FMCG industry as household care (Procter & Gamble), soft drinks (Coca-Cola), and packaged foods (Nestle) have been chosen to conduct the analysis. Findings: Study found that explored FMCG companies exploited globalisation to expand their operations to various overseas markets. They have applied rationalisation processes to make their operations more efficient, and to focus more on core brands. Glocalisation and localisation strategies have been applied to provide locally adjusted offerings. Developments in internet and communications technology have been utilised. Companies possess labour issues such as child labour, bad working conditions, and low wage deriving from suppliers. Limitations: Three FMCG companies have been selected to analyse with secondary sources. Further study can widen number of companies and collect primary data through interviews with company executives and support with secondary sources.
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