Cosmocorporations and Cosmoconsumers: A Note on the Identity Management of German and Japanese Transnationals

  • Sierk A. Horn


Symbols of the ongoing globalization can hardly be ignored: Advertising banners at airports such as Hong Kong International/Chek Lap Kok, Tokyo Narita or Frankfurt Rhein-Main signal passengers that they have finally reached “Marlboro-Country”. Product placement is no longer limited to regional efforts. With the appearance of their new models in the John Woo-movie “Mission Impossible 2” the German automobile-producers Audi and Porsche target an international audience. Even advertising, once outpost of a phalanx of regional managers, is no longer bound to regional restraints. New Information-Technologies, World Wide Web and Multilingual Interfaces are forebearers of time- and spaceless marketing-possibilities.


Europe Transportation Marketing Expense Benz 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Aaker, D. (1991), Managing Brand Equity, New York: The Free Press.Google Scholar
  2. Aaker, D. (1995), Building Strong Brands, New York: The Free Press.Google Scholar
  3. Aaker, D. (2000), Brand Leadership, New York: The Free Press.Google Scholar
  4. Aoki, Y. (1999), Burando Birudingu no Jidai [The Era of Brand Building], Tokyo: Dentsû Tekku.Google Scholar
  5. Absatzwirtschaft (1993), Das Management der Führungsinformationen, in: Absatzwirtschaft April: 70–73.Google Scholar
  6. Berndt, R., Altobelli, C. F. Sander, M. (1997), Internationale Marketing-Politik,Berlin et al.: Springer Verlag.Google Scholar
  7. De Mooji, M. (1997), Global Marketing and Advertising: Understanding Cultural Paradoxes, Thousand Oaks: Sage Inc.Google Scholar
  8. Doremus, P., Keller, W. Pauly, L. Reich, S. (1998), The Myth of the Global Corporation, Princeton: Princeton University Press.Google Scholar
  9. Friedman, T. (1999), The Lexus and the Olive Tree, London: Harper Collins Publishers.Google Scholar
  10. Horn, S. A. (2000), Strategisches Identitätsmanagement Transnationaler Unternehmen, published on microfiche at Free University Berlin.Google Scholar
  11. Katahira, H. (1998), Pawâ Burando no Honshitsu [The Essence of Power Brands], Tokyo: Daiyamondosha.Google Scholar
  12. Katahira, H. (1999), Burando no DNA toshite no Tôsôshin [Conflicts and Brand DNA], in: Egusa T. (ed.), Burando Kôchiku, Tokyo: Yûhikaku: 45–62.Google Scholar
  13. Katahira, H. Sano Y. (1997), Futari no Shôhisha [Two Customers], in: Kikan Mâketingu Jânaru 66: 16–30.Google Scholar
  14. Kotler, P. (1997), Marketing Management, London: Prentice Hall.Google Scholar
  15. Meffert, H. Bolz, J. (1998), Internationales Marketing-Management, Berlin: Kohlhammer-Edition Marketing.Google Scholar
  16. Minamiyama H. (1999), Senryakuteki Aidentiti Manejimento no Honshitsu [The Essence of Strategic Identity Management], in: Senden Kaigi 594: 44–47.Google Scholar
  17. Nonaka, I., Takeuchi, H. Umemoto K. (1998), Chishiki Sôzö Kigyô [The Knowledge Creating Company], Tokyo: Tôyô Keizai Shinpôsha.Google Scholar
  18. Suyama, K. Umemoto, H. (2000), Nihongata Burando Yûi Senryaku [Chances for Japanese Branding], Tokyo: Daiyamondosha.Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2001

Authors and Affiliations

  • Sierk A. Horn

There are no affiliations available

Personalised recommendations