바이오 브랜드의 세계화 전략

• 영문명: Global Biobranding Strategy
• 발행기관: 한국마케팅과학회
• 저자명: 안길상(Ahn Gill Sang)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』2005 춘계학술대회 발표 논문집, 3~11쪽, 전체 9쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2005.05.30

영문 초록

  Biotechnology is rapidly taking shape the 21C. Market vloume of biotech is aleady estimated to account for a third of world gross domestic product. Biosectors are fast-moving markets with the enormous global opportunities and facing three transforming forces-information technology, consumerism, and system biology. Success in this situation will depend upon integrating these key forces into company strategies.
  As bioscience creates the targeted therapy with a dominant share of a global niche, biotech firms must be prepared to implement a dual branding model for mass market and targeted therapy. Biobrands have an exceptionally broad scope and need a hybrid branding approach, combing experience-based and evidence-based marketing. Effective global brand reach can be achieved by balancing centralized planning and local execution.

목차

Ⅰ. 서론
Ⅱ. 바이오 브랜드의 특성
Ⅲ. 글로벌 바이오 브랜드의 구축
Ⅳ. 결론
참고문헌
〈Abstract〉