| Variable |
Description |
Examples |
| Local brand success |
Top brand is a local brand
Global brands are those which are found in many countries around the world, under the same name for the same product, and typically operating under the same (or similar) positioning strategy; whereas local brands are generally defined as those available in one country or in a narrow geographical area (e.g., Latin America), although these brands may be owned by a local, international, or global firm. |
Banamex, Banorte, Claro, Coto, Cristal, Easy, Gol, Golden, Jumbo, Líder, Luchetti, Pachuca, Pão de Açúcar, Pilsener, Quilmes, Rede Globo, Swiss Medical, Vital |
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Independent Variables
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| Variable |
Description |
Elements |
| Local production |
It is strongly connected to local production (e.g., buildings, stores, factories) |
Conglomerates, department stores, energy distribution, fast food restaurants, health care services, hotels, retail banking, supermarkets, telecommunications services, other brick-and-mortar retailers |
| Subscriptions |
It is strongly connected to periodic (monthly or yearly or seasonal) subscriptions (all customers must pay a subscription price to have access to the product/service) |
Credit cards, energy distribution (excluding gas cylinders distribution), pension fund managers, retail banking, telecommunications services |
| Face-to-face relationships |
It is strongly connected to face-to-face relationships (social interaction carried out without any mediating technology) with the customers |
Airlines, department stores, fast food restaurants, health care services, supermarkets, other brick-and- mortar retailers |
| Local tastes |
It is strongly connected to local tastes, local flavors, or local needs. When consumer wants, uses, or responses to a product vary with the market. |
Beer, breakfast (excluding cereals), clothing, frozen and fresh foods, home appliances, home care, internet sites, meal solutions, media (television, radio, newspapers, magazines), mineral water, soccer teams, soft drinks, snacks, cookies and candy |
| Trust |
It is strongly connected to trust, honesty, fairness, or benevolence. When the complexity of the product/service experience and its associated components (e.g., employee behaviour, tangibles, reliability) is high. |
Financial services, health care services, medicines, nonprofit organizations, pension fund managers, retail banking |
| High-tech |
It is strongly connected to the most advanced technology currently available |
Cars, computers, electronics, home appliances, internet sites, medicines, personal care, telecommunications services |
| Global citizenship |
It is strongly connected to globalization (interchange of world views, products, ideas, and other aspects of culture) and cosmopolitanism (all human ethnic groups belong to a single community) |
Alcoholic beverages, cereals, credit cards, clothing, fast food restaurants, jewelry and accessories, sportswear, tobacco |
| Market |
Five markets (countries or economies) |
Argentina, Brazil, Caribbean and Central America, Chile, Mexico |
