Jaki jest najtańszy sposób na zbudowanie globalnej marki?

W tym odcinku szukam odpowiedzi na pytanie, czy istnieją strategie mniej ryzykowne niż klasyczne innowacje rodem z doliny krzemowej, ale ciągle niesamowicie zyskowne? Strategie, których prawdopodobieństwo sukcesu może być większe właśnie tutaj, w miejscu, w którym żyjemy: w Polsce, w Europie Środkowo-Wschodniej, w Unii Europejskiej.Źródła/więcej:Bradford (2012) The Brussels EffectBradford (2020) The Brussels Effect: How the European Union Rules the WorldEuropean Commission (1994) Commission Regulation (EC) No 2257/94 laying down quality standards for bananasMerret (1662) Some Observations Concerning the Ordering of WinesStevenson (2003) Christie’s World Encyclopedia of Champagne & Sparkling WineGuy (2003) When Champagne Became French: Wine and the Making of a National IdentityKladstrup and Kladstrup (2005) Champagne: How the World’s Most Glamorous Wine Triumphed Over War and Hard TimesRichardson (2008) Brand Names Before the Industrial RevolutionDe Munck (2012) The Agency of Branding and the Location of Value: Hallmarks and Monograms in Early Modern Tableware IndustriesAl-Biruni (XI w.) Kitab al-Jamahir fi Ma’rifat al-JawahirVerhoeven, Pendray and Dauksch (1998) The Key Role of Impurities in Ancient Damascus Steel BladesReibold et al. (2006) Carbon Nanotubes in an Ancient Damascus SabreKumar and Steenkamp (2013) Brand Breakout: How Emerging Market Brands Will Go GlobalEuropean Commission (2020) Study on Economic Value of EU Quality Schemes, Geographical Indications and Traditional Specialities GuaranteedEuropean Parliament and Council (2012) Regulation (EU) No 1151/2012 on Quality Schemes for Agricultural Products and FoodstuffsEuropean Parliament and Council (2023) Regulation (EU) 2023/2411 on the Protection of Geographical Indications for Craft and Industrial ProductsWorld Trade Organization (1994) Agreement on Trade-Related Aspects of Intellectual Property RightsWIPO (1883) Paris Convention for the Protection of Industrial PropertyJohnson and Bruwer (2007) Regional Brand Image and Perceived Wine Quality: The Consumer PerspectiveFinancial Times (2013) FT Special Report: Watches & JewelleryFood & Wine (2022) Parmigiano Reggiano Makers Are Embedding Tiny Trackers in the Rind to Fight Cheese FraudMinistry of Agriculture and Rural Development (n.d.) Lista Produktów TradycyjnychEuropean Commission (n.d.) eAmbrosia: The EU Geographical Indications Register