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1. How you can you protect your brand when working with foreign intermediaries?

You make a very good point about the necessity of using intermediaries to assist the marketing channel's effectiveness. However, I have a question, what do you do with the intermediaries that are more interested in their own agenda's at the expense of the marketing channel? If this intermediary is the go between for a sensitive area that you are trying to market and this intermediary places its own legitimate needs above your company's needs how do you deal with them especially if other intermediaries are your competition?

2. How can organizations establish clear communication channels between partners to minimize all issues?

3. I think a lot of customer service issues are created unintentionally by organizations trying to measure the effectiveness of their staff. If a customer service rep is told they need to help X customers each day, they may try to rush customers off of the phone to make sure they meet their quota. The company may want to give great service, but if staffs are measured on quantity, there may be a conflict.

What ideas do you have for measuring the effectiveness of staff that won't impact quality of service?

4. Figuring out what name to use for a new business aboard can be tricky. You can use your existing brand/name and hope your reputation helps you in the new market, but what happens if the new opportunity does not work out? Will that impact your brand in other markets?

5. What are some of the pros/cons of entering a market with a lot of competition (i.e. 10+ firms providing the same product or service that you do)?

Now think about the flip side, what are some of the pros/cons of entering a market with very little competition (i.e. only 1-2 firms providing the same product or service that you do)?

6. If you are working with a foreign subsidiary, think about what legal opportunities you would have and what the laws are in each country.

Solution Preview

1. How you can you protect your brand when working with foreign intermediaries?

You make a very good point about the necessity of using intermediaries to assist the marketing channel's effectiveness. However, I have a question, what do you do with the intermediaries that are more interested in their own agenda's at the expense of the marketing channel? If this intermediary is the go between for a sensitive area that you are trying to market and this intermediary places its own legitimate needs above your company's needs how do you deal with them especially if other intermediaries are your competition?

A person can protect their brand a number of ways. This is done by first of all having a patent, so that no one can steal their idea. If they so choose to, then the organization can take them to court. Furthermore, when a person is caught as an intermediary, the organization can terminate their relationship immediately, and find someone else who will not betray them when working overseas in another country. However, if the firm is unsure of how to go about this ordeal, then they can contact their lawyer in order to get resolved in a legal manner, so that their brand name does not face unnecessary media attention. People are bound to think of themselves and the money involved in order exploiting others. If and when this does occur, the company will have some kind of policy and procedure in place in order to prevent anything from occurring in the present to the future. I would suggest to anyone of my clients to have a legal contract for the intermediary and to always have a lawyer available because the organization may never know when they are going to need it, especially if an intermediary acts unethical on their behalf.

2. How can organizations establish clear communication channels between partners to minimize all issues?

Organizations can establish clear communication channels between partners to minimize all issues in a number of ways. This is done by means of having the necessary policies and procedures in place. For example, they can converse with each other through email, Internet- webcam, phone, text messaging and instant messaging. One has to note that if there are any issues that do arise, they are taken care of immediately, so that people are ...

Solution Summary

This solution discussed brands, communication channels, measuring effectiveness, market entrance and foreign subsidaries.

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