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Learning outcomes are as follows: understanding the difference between brand identity and brand image; applying various segmentation tools; understanding the appeal of the aspirational brand and its consequence on private and public consumption; exploring the strategic options available to a brand facing a brand appropriation; exploring the pros and cons of opposing a brand appropriation; and developing a plan for the implementation of this strategy.

This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive.

This case is designed to be used in marketing management, brand strategy or consumer culture course. Specifically, the case is designed for college seniors or master students with basic strategic marketing training. It should provide the basis of discussions on the topics of brand management, consumer culture, brand portfolio management, international marketing, repositioning strategy, brand architecture, brand equity, brand assets, brand appropriation and consumer relationships with brands.

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CSS 8: Marketing

The purpose of this paper is to characterize the consumers of mezcal in México based on their motivations, identifying different groups of consumers and their demographic characteristics.

A questionnaire based on the Food Choice Questionnaire was applied to 310 consumers: 154 directly to mezcal consumers in three “mezcalerías” (mezcal bars) and 156 through five social networking communities of mezcal consumers. The data obtained were analysed using multivariate statistics, factor and cluster analysis.

The results show that the search for tradition is the determining buying motivation, whereas quality seals do not exert a significant influence. Four profiles of mezcal consumers can be identified according to their consumption patterns: consumer linked to the territory, traditional consumer, consumer in transition and social consumer. The predominant demographic characteristics in the four consumer groups described a male, between 20 and 39 years old, single, childless, with professional education and employed. The overall results reveal a consumer who shares the quality criteria established by mescal-producing communities and is strongly interested in traditionally processed drinks.

In México, there are two important distilled drinks, tequila and mezcal. There is ample research on the first one, but there is less research on mezcal, despite it has an annual increase of 45 per cent in consumption. Most of the research work has been focused on aspects of diversity, sustainability and productivity, but there are not studies on the factors that affect mezcal consumption. Thus, this paper aims to characterize the consumers of mezcal, based on their motivations.

This chapter presents an exploratory study aiming at understanding how the largest multinational enterprises (MNEs) engage small- and medium-sized enterprises (SMEs) in their (inclusive) business strategies, either as suppliers, distributors, customers, innovators or as a target of their (Corporate Social Responsibility) CSR policies.

We explore the implicit or explicit strategies of 100 largest companies in the world towards SMEs as mentioned in their annual and CSR reports. This approach takes in particular stock of the ‘narratives’ developed by MNEs as an expression of their intended and (perceived) realised strategies.

The analysis of company statements show a country of origin effect in that European firms are clearly amongst the leaders in experimenting with inclusive business strategies that include SMEs. However, their number still remains limited. Sectors like banking and retail have developed the most interesting examples that are also spread over a large number of functions.

Although the results are not yet very radical, the developed taxonomy for the different types of approaches in which MNEs take a more or less active position towards SMES provides material for further studies. It can be applied in studying leading (better-practice) cases in order to help policy makers and business strategists to develop better business models for inclusive growth.

Purpose – This chapter considers the question whether firms can contribute to poverty alleviation through engaging in ‘inclusive business’, thereby linking the macro concept of ‘inclusive growth’ to the micro concept of ‘inclusive business’. A key element in this approach is how to take so-called cross-sector partnerships into account. Partnerships are one way of bundling non-market resources in the internationalisation strategies of multinational enterprises (MNEs).

Design/methodology/approach – This chapter is largely exploratory and primarily aimed at validating a general taxonomy of inclusive business. The creation of a multi-level taxonomy of business models of MNEs towards inclusive business takes into account the role of cross-sector partnership portfolios. The taxonomy makes it possible to come to a first comparison of the strategies of MNEs across national and cultural boundaries, distinguish some patterns and discuss determinants of strategies in which partnerships play a role in the inclusive growth strategies of MNEs.

Findings – A first application of this taxonomy on the business and partnership models adopted by the first 100 Global Fortune companies shows that in general firms still adopt very reactive strategies when integrating inclusive business strategies in their cross-sector partnership portfolios.

Originality/value of chapter – This chapter takes a company-specific level of analysis for the relationship between Foreign Direct Investment and development, which is habitually researched at the macro level of analysis. It documents business models as well as the related cross-sector partnerships. Cross-sector partnership portfolios of companies are not yet researched at any systematic level. They form the meso-level link between micro-level business models and macro-level national development strategies.

Over the past few decades, European multinational enterprises (MNEs) have been faced with a rapidly changing and difficult-to-predict international policy environment. Waves of privatisation, liberalisation and deregulation have alternated with periods of reregulation and institutional volatility. The proclaimed era of ‘globalisation’ turned out to be more regional than many of its protagonists anticipated (Rugman & Verbeke, 2004). Nevertheless, the ‘home advantage’ of many companies has come under increased pressure, and even their relationships with traditionally supportive, non-market domestic stakeholders such as governments, trade-unions and other non-governmental organisations (NGOs) have been affected. In addition, the ‘host advantage’ sought by European MNEs in many developing countries has also become increasingly challenged, especially by new generations of emerging market MNEs. Part of the explanation for the success of these new entrants has been their privileged relationships with non-market actors in their domestic policy environment. Five international policy changes have accompanied these developments (Fig. 1).

This Boycott Blues: How Rosa Parks Inspired a Nation lesson introduces students to the story of Rosa Parks and the Montgomery Bus Boycott. The lesson includes an introductory activity that orients students to concepts of unfairness and discrimination, followed by a reading of the story. Students engage with primary sources (photographs) to compare and contrast life during segregation and life today. The lesson may be expanded to include a study of notable individuals involved in the Civil Rights Movement. Students utilize higher order thinking skills to determine ways to deal with issues of unfair situations they encounter. Throughout the lesson, students exhibit their learning through discussion, writing, and artistic expression.