Commerce and Management

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    Role of brand identity in developing global brands: a literature based review on case comparison between apple iPhone vs Samsung smartphone brands
    (Research Journal of Business and Management (RJBM), 2015) Dissanayake, D.M.R.; Amarasuriya, T.
    This paper has focused on reviewing brand identity as an integral strategic component in developing global brands via figuring out literature sources along with the case practices on apple iPhone and Samsung Smart Phone Brands. Researchers followed an approach as literature review along with case review to connect theory into practice by sourcing the formally published evidences. Paper provides the insights on how empirical findings being shared in literature reviews connecting the concept of Band Identity into brand related concepts and models whilst special reference is made on how the said two global brands being reviewed as cases in the literature sources. Researchers suggest propositions along with a conclusion in the forms of teaching and learning notes par with the essentials of the case-based piece of work.
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    Role of a “Global Strategy” on Long Term Success of Business: a Literature Review Based on Organizational Strategy
    (2011) Fernando, I.N.; Long, W.
    In globalized scenario a well focused strategy plays an important role by shape up the organization through clear set of visionary objectives. Porter (1996) stated a company can outperform rivals only if can establish a difference that can preserve and deliver greater value to customers or create comparable value at lower cost or do both. Scholars identified the importance of management control systems consists three elements (Simon, 1991, Olson and Slater, 2002) and strategy- cultural fit also an important factor for success (Morgan and Vorhies, 2010) . Study based on comprehensive literature review and basically addresses to a main research objective as to a ?well focused Global strategy? that leads organizational success. Three propositions and then hypotheses developed based on global strategies from past literature as (1) Balanced scorecard on strategy execution leads an organization towards performance (2) Business performance has an impact on strategy formulation and cultural fit (3) Making competition irrelevant; Blue Ocean Strategy to way forward future business venture. Study concludes the importance of globalized strategy should emphasize focusing more on innovation and growth perspectives as well as keeping cultural fit with the strategy. Moreover, clear understanding the customer orientations and trends for new market segments through innovations are strongly recommended.