Đang chuẩn bị liên kết để tải về tài liệu:
B2B Brand Management_2

Tham khảo tài liệu 'b2b brand management_2', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | B2B Brand Relevance 37 innovation in the industry. Their efforts are regularly recognized with industry and technology awards. Today APL is one of the global top-10 container transportation businesses. The container shipping industry saw phenomenal growth in 2004 strengthened especially by the continued growth of the Chinese economy. Actual developments and the severe cyclicality of the industry are now further pushing industry consolidation since this would bring greater stability to the liner trades. A.P. Mflller-Mxrsk A S the parent company of the world s biggest container line Mxrsk Sealand unveiled a 2.3 billion bid for Dutch rival P O Nedl-loyd in May 2005. Should the merger go through it would increase the market share of Mxrsk from 12 to 17 or 18 and create a fleet that would be more than twice as large as its nearest competitor.39 Hypercompetition The ongoing globalization is the driving force of another factor that increases the importance of B2B brands hypercompetition. Hyper-competitive marketplaces are characterized by intense and rapid competitive moves. Competitors have to move very quickly constantly trying to erode any competitive advantages of their rivals in order to stay ahead of them.40 Beside globalization trends the phenomenon of hypercompetition can be attributed to appealing substitute products more educated and fragmented customer tastes deregulation and the invention of new business models. Hypercompetition generally leads to structural disequilibrium falling entry barriers and sometimes even to the dethronement of industry leaders.41 In such a dynamic competitive environment ever faster business and production processes together with the continuous development of new technologies lead to ever shorter product life cycles PLC . In many industries especially high-tech industries the time period from the development of a new product up to its market saturation spans sometimes only three to six months. An important implication of this trend .