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  • Interesting and inspiring reads
    The weekly magazine s recent special report on cities Building the dream is no exception The report gives a good overview of the current scale of urbanization and offers a handful of great articles on the economic and cultural implications Definitely worth a read here NEWSLETTER 19 June 2015 New book on empowering the organization Testimonials on book series Interview in Radio24syv NEWSLETTER 18 June 2015 The top concerns of Danish companies on the Chinese mid market New book on lowering costs to enter the Chinese mid market Interesting and inspiring reads Are you looking for growth in India Indonesia The Philippines or Thailand Our new name is Kata Foundation NEWSLETTER 17 December 2014 Service makes the most of your product s value Lessons for Desmi Chinese companies won t pay for service FOSS is teaching customers to appreciate service Software will eat the world Very successful launch of the Suitable for Growth results The SfG handbooks are now free to download NEWSLETTER 16 October 2014 NEWSLETTER 15 August 2014 Online business in China is like a parallel universe A great big following of Grundfos Bypassing the distributor by selling online The big four Chinese online services Online China is a very big place Interesting and inspiring reads Seminars on E commerce Article collection from all SfG newsletters NEWSLETTER 14 May 2014 One size doesn t fit all Chinese Danes designing for Haier The next wave of innovation starts in the China mid market Listen to the experts Take out from a seminar in Shanghai Wonder ful things about China Interesting and inspiring reads NEWSLETTER 13 March 2014 What s in a name Great Chinese name is the first for your brand in China Re branding JYSK in China Branding is building a relation it takes time Made in Denmark doesn t sell in China Interesting and inspiring reads NEWSLETTER 12 January 2014 Scaling up in China how to handle growth Control control control Everything should be documented Scaling while staying in touch with customers Why not hire twice as many Amazing scaling facts about China Interesting and inspiring reads NEWSLETTER 11 December 2013 Finding the right distributors The dilemmas of building a strong sales organization Divide and conquer in China The Nilfisk Advance case on multiple brands and distribution channels Good advice from 30 Danish companies in China Suitable for Growth moving into a new phase The Smart project Seeking affordable methods to create value that matters Interesting and inspiring reads NEWSLETTER 10 October 2013 Facts or understanding How Haier listens to the market Brilliant failures in China It s obvious if you can see it What do you see Interesting and inspiring reads NEWSLETTER 9 September 2013 Total autonomy is not the solution Independence is a two way learning process Making the headquarter trust and understand Clear directions and the freedom to get there The Maverick and the Boy Scout Balancing creative freedom and risk management Room for improvisation Interesting and inspiring reads NEWSLETTER 8 July 2013 Costs

    Original URL path: http://www.suitableforgrowth.dk/News/Interesting-and-inspiring-reads-7/ (2016-05-01)
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  • t fit all Chinese Danes designing for Haier The next wave of innovation starts in the China mid market Listen to the experts Take out from a seminar in Shanghai Wonder ful things about China Interesting and inspiring reads NEWSLETTER 13 March 2014 What s in a name Great Chinese name is the first for your brand in China Re branding JYSK in China Branding is building a relation it takes time Made in Denmark doesn t sell in China Interesting and inspiring reads NEWSLETTER 12 January 2014 Scaling up in China how to handle growth Control control control Everything should be documented Scaling while staying in touch with customers Why not hire twice as many Amazing scaling facts about China Interesting and inspiring reads NEWSLETTER 11 December 2013 Finding the right distributors The dilemmas of building a strong sales organization Divide and conquer in China The Nilfisk Advance case on multiple brands and distribution channels Good advice from 30 Danish companies in China Suitable for Growth moving into a new phase The Smart project Seeking affordable methods to create value that matters Interesting and inspiring reads NEWSLETTER 10 October 2013 Facts or understanding How Haier listens to the market Brilliant failures in China It s obvious if you can see it What do you see Interesting and inspiring reads NEWSLETTER 9 September 2013 Total autonomy is not the solution Independence is a two way learning process Making the headquarter trust and understand Clear directions and the freedom to get there The Maverick and the Boy Scout Balancing creative freedom and risk management Room for improvisation Interesting and inspiring reads NEWSLETTER 8 July 2013 Costs are crucial Bottom up tweaking or top down defeaturing You need to tell exactly what you want Relationships are crucial when outsourcing It s not

    Original URL path: http://www.suitableforgrowth.dk/News/br13/ (2016-05-01)
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  • What’s in a name?
    Benz which is called bën chí meaning dashing speed Nike in Chinese is Nai ke which means Enduring and Persevering while Reebok has chosen the name rm bù which means sharp steps Other brands have less direct but still very positive meanings The German car brand Opel is called ÖU bao in Chinese which means European treasure For some brands although their Chinese name still has some resemblance to the original Western name have put more emphasis on conveying meaning and value BMW for instance is named Bao Ma precious horse Ikea is pronounced Yi Jia in Chinese which means suitable or comfortable home Different sound same meaning There are brands that use a very different strategy They have chosen a Chinese name that sounds completely different but which has the same meaning as the original English name General Motors for instance has taken the name töng yöng qi che which is the Chinese phrase for general motors GE is called töng yöng diàn qî meaning general electricity Volkswagen has chosen the name Da Zhong Qi Che which means the people s car Obviously this strategy only works for brand names that have a literal meaning in English to begin with Some brands simply choose to keep the Western sound of the name even if it doesn t have any meaning in Chinese This is most common for B2B brands and for service and hi tech companies Some examples are Buick KFC MacDonald s and Wal Mart which have all kept the same name in China In the case of IBM and M Ms they have even chosen not to create a version written in Chinese characters The advantage of this strategy is that it clearly signals that the product is imported On the other hand it may be harder to remember and it doesn t communicate any particular category or quality Finally some brands choose a completely new name for the Chinese market which gives them complete freedom to find a catchy sound and a precise meaning Sheraton in China is called xï lái dëng which means willing come visit Marlboro s Chinese brand name is wan bao lu meaning ten thousand treasure road and Duracell is branded as jin bà wáng meaning golden powerful king You can read more about translating Western brands at The New York Times Brands Lost in Translation The New York Times Picking Brand Names in China Is a Business Itself International Business Times Foreign Brands In China Struggle To Translate While Others Manage To Prosper Zentron Consulting Does your company or brand have the right Chinese name NEWSLETTER 19 June 2015 New book on empowering the organization Testimonials on book series Interview in Radio24syv NEWSLETTER 18 June 2015 The top concerns of Danish companies on the Chinese mid market New book on lowering costs to enter the Chinese mid market Interesting and inspiring reads Are you looking for growth in India Indonesia The Philippines or Thailand Our new name is Kata Foundation NEWSLETTER

    Original URL path: http://www.suitableforgrowth.dk/News/Whats-in-a-name/ (2016-05-01)
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  • Great Chinese name is the first for your brand in China
    you ask what is the meaning of 发 fa in Chinese nobody can answer It has different kinds of meanings when it is combined with different words for example 发现 discovery 发财 make money 发问 ask questions 发表 publish 发送 delivery and头发 hair Most foreign firms for example Martin 马田 Carlsberg 嘉士伯 Danfoss 丹佛斯 Grundfos 格兰富 Desmi 代斯米 just translated their brand name to Chinese in terms of the pronunciation but their Chinese brand names do not have any special meaning in Chinese For example Martin s name in Chinese 马 is Horse 田 is field 马田 Horse in the field Kruuse 古氏 古 means Ancient 氏 Family name 古氏 means Ancient family name Desmi 代斯米 米 is Rice 代 and 斯 does not have any special meaning The best solution is to combine the Chinese name with Chinese culture and your products or industry There are some great Chinese brand names BMW 宝马 宝means luxury 马means horse 宝马 is luxury horse cars or vehicles In Chinese culture horses represent honesty Lego 乐高 乐means Happy 高High 乐高 is Happy and High Chinese people like the words 高 for example 高升 means promotion GN Otometrics 耳听美 耳 means Ear 听 means Hear 美 means Beautiful or Wonderful 耳听美 means People can hear the wonderful sound with ears NEWSLETTER 19 June 2015 New book on empowering the organization Testimonials on book series Interview in Radio24syv NEWSLETTER 18 June 2015 The top concerns of Danish companies on the Chinese mid market New book on lowering costs to enter the Chinese mid market Interesting and inspiring reads Are you looking for growth in India Indonesia The Philippines or Thailand Our new name is Kata Foundation NEWSLETTER 17 December 2014 Service makes the most of your product s value Lessons for Desmi Chinese companies won t pay for service FOSS is teaching customers to appreciate service Software will eat the world Very successful launch of the Suitable for Growth results The SfG handbooks are now free to download NEWSLETTER 16 October 2014 NEWSLETTER 15 August 2014 Online business in China is like a parallel universe A great big following of Grundfos Bypassing the distributor by selling online The big four Chinese online services Online China is a very big place Interesting and inspiring reads Seminars on E commerce Article collection from all SfG newsletters NEWSLETTER 14 May 2014 One size doesn t fit all Chinese Danes designing for Haier The next wave of innovation starts in the China mid market Listen to the experts Take out from a seminar in Shanghai Wonder ful things about China Interesting and inspiring reads NEWSLETTER 13 March 2014 What s in a name Great Chinese name is the first for your brand in China Re branding JYSK in China Branding is building a relation it takes time Made in Denmark doesn t sell in China Interesting and inspiring reads NEWSLETTER 12 January 2014 Scaling up in China how to handle growth Control control control Everything should be documented Scaling

    Original URL path: http://www.suitableforgrowth.dk/News/Great-Chinese-name-is-the-first-for-your-brand-in-China/ (2016-05-01)
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  • Re-branding JYSK in China
    a reasonable prices but in China this is one of the factors that make Jysk unique and sends a signal of trust and long term experience Putting the price in the background In China Jysk s main customer segment is 25 45 year old women who are educated and have westernized attitude They wear Western style clothes and are curious and want to feel part of the rest of the world Jysk s stores have to fit in with the atmosphere and style of shopping malls with fashion stores In Europe the layout of stores is driven by volume Customers come in large numbers for the special offers so products have to be easy to find and fast to restock In China the stores are smaller in size and range of products they have a more exclusive appearance and there is a greater attention and service offered to the individual customer Comparing the stores and the look of Jysk s websites in China and Europe one could be mistaken to think that they were different companies Probably a lot of Western customers might also prefer the clean look of the Chinese stores to the messier bazaar like appearance of the stores in Denmark Interestingly the concept and the look which is now being tried in China may end up inspiring future stores in Europe In Sweden Jysk has recently opened 3 stores in major cities which have a more limited assortment and a more upscale look Some of the Scandinavian style elements from the Chinese stores are now used in the Swedish city stores in order to draw in customers who would not ordinarily visit a Jysk store Jysk is not about to become an up scale brand however not even in China We are not intending to make Jysk a very exclusive brand in China says Rami Jensen We ve put the prices a bit in the background but we still want to be accessible to a broad range of customers It s about value for money also for the Chinese make no mistake about it We ve removed the cheapest product from the concept but the comforter or pillow you buy at Jysk will still be very competitively priced in its category But we ve learned that in China low prices are not enough people should also feel that they are buying the story When you buy in a Danish Jysk store it will be mainly a rational choice In China there are more feelings involved We want create an atmosphere and stage the shops around an emotional experience then we will back it up with some good special offers Jysk currently has 8 stores and about 70 employees in China The Chinese stores are managed by a Chinese country manager and a Chinese management team but the business development and the design of the concept is led from the headquarters in Denmark NEWSLETTER 19 June 2015 New book on empowering the organization Testimonials on book series Interview

    Original URL path: http://www.suitableforgrowth.dk/News/Re-branding-JYSK-in-China/ (2016-05-01)
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  • Branding is building a relation – it takes time
    context that matters to stakeholders But it takes times you can t rush it It takes regular meetings and gradually getting to know a person and that person s circle of relations Martin Roll suggests that as a Dane working in China you can build up a presence in your industry by providing thought leadership across many platforms and channels For example writing white papers and getting articles in the trade magazines of your particular niche Your customer should see your presence and meet you in different contexts They won t believe you are good if you are unknown Being a thought leader in a field means that you are seen as an expert in the eyes of several stakeholders Comprehensive brand view Clearly Martin Roll is passionate about branding and views brands as modern corporations most important asset It is not just a seasonal promotion campaign invented by a marketing section somewhere in the periphery of the organization Branding is strategy led by the top management which is reflected in everything the company does A strong brand is clear identity of values and purpose which is an integral part of the company s whole setup and strategy There is not one single thing that builds up a brand the story you are telling has to fit all the way round and all parts should support each other Singapore Airlines is not just about the pretty Singapore Girls they have become a world class brand by doing thousands of things right That is the reason why a successful branding strategy is led by the top as you need to ensure a very effective operating system build a strong company culture and make sure the company shares certain values across stakeholders This is what Singapore Airlines is excellent at says Roll Dual branding Danish companies don t necessarily have to focus on being premium brands says Martin Roll but premium is what will make Denmark and Danish companies successful in the future As Martin Roll sees it Danish companies may well deliver to the value segment of the Chinese market to cater for particular needs and or focus on certain segments but they cannot compete on price alone A company can develop a simpler product for China with less features and a broader reach but there still needs to be something special about it better safety good design higher efficiency In other words it needs to differentiate even as the brand takes into consideration the sometimes fierce competitive situation Generally it s easy to move downwards as a brand but at some point the customers that buy your premium product will start to wonder if they should pay a high price for the same brand that also sells much cheaper products The further downwards in the market you move the more you should consider using a different brand name Otherwise you risk destroying the trust you ve built up he says Giorgio Armani is an example of a company which has

    Original URL path: http://www.suitableforgrowth.dk/News/Branding-is-building-a-relation/ (2016-05-01)
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  • ”Made in Denmark” doesn’t sell in China
    same time You need to decide and understand exactly who you want to be something for China is not one market and the Chinese are not one segment There are greater differences among the Chinese than between Finns and Portuguese in the EU When I worked in China with branding we would use a catalogue of 20 different target groups just for the tier 1 cities says Johansen B2B or B2C same need for branding One would assume that for B2B products customers decisions would be rational and strictly economic But in Jacob Johansen s opinion there is no fundamental difference between B2C and B2B when it comes to marketing We all take both rational and emotional decisions and you don t turn off the emotional part of your intellect when we you go to work In fact Chinese are among those that make the least rational decisions in business You are not allowed to lose face in China so they will rather make a wrong decision than make someone lose face Take for example some regional government committee who is procuring some technical product It matters to them that they are able to say I ve bought a well known foreign brand rather than some no name brand made in the Czech republic They don t want to risk being blamed by their boss for not making a safe choice Three differences Jacob Johansen is reluctant to make any generalization about how branding in China is different from in the West but pressed a bit on the issue he mentions three factors The Chinese consumers are very concerned with traditions and history If you are an old brand you should make sure to tell the story at length Maybe it s because they don t really have old brands in China says Jacob Johansen Over the past 100 years everything has been turned upside down several times and there s a business culture where a lot of companies just open make some money and shut down again in 6 months If a brand can claim a hundred years of history that is a strong indication of quality References are important It s very valuable if you can tell that you ve worked with the government or some high profiled partner companies Likewise endorsement from celebrities can be effective Fame and celebrity is more important in China and while in Denmark we are quite skeptical about famous people being paid to recommend products it work well in the Chinese context Try to adapt to the local style but without loosing the western look You have to strike a balance The product should look exquisite and foreign still consumers have to be able to understand the qualities of the products And it s not just a matter of painting it red and gold You can follow Behind the wall Jacob Johansen s blog on China here on LinkedIn or Facebook NEWSLETTER 19 June 2015 New book on empowering the organization Testimonials

    Original URL path: http://www.suitableforgrowth.dk/News/Made-in-Denmark/ (2016-05-01)
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  • Interesting and inspiring reads
    for activity and loyalty that can be redeemed for products Sales are soaring and VF now has a detailed database of over half a million keen customers Read the article here Digging for victory China s best makers of construction gear are now world class An article from the Economist describes how in the field of construction machinery Chinese manufacturers are now producing machines that are both sturdy and high performing but at a much lower cost than their Western competitors A study by CLSA an asia brokerage and investment group found that some Chinese machines outperformed rivals from Japan and Korea but were not quite as good as the American industry leader Caterpillar A similar test of Chinese cars showed that they are not up to Western quality yet Read the article here NEWSLETTER 19 June 2015 New book on empowering the organization Testimonials on book series Interview in Radio24syv NEWSLETTER 18 June 2015 The top concerns of Danish companies on the Chinese mid market New book on lowering costs to enter the Chinese mid market Interesting and inspiring reads Are you looking for growth in India Indonesia The Philippines or Thailand Our new name is Kata Foundation NEWSLETTER 17 December 2014 Service makes the most of your product s value Lessons for Desmi Chinese companies won t pay for service FOSS is teaching customers to appreciate service Software will eat the world Very successful launch of the Suitable for Growth results The SfG handbooks are now free to download NEWSLETTER 16 October 2014 NEWSLETTER 15 August 2014 Online business in China is like a parallel universe A great big following of Grundfos Bypassing the distributor by selling online The big four Chinese online services Online China is a very big place Interesting and inspiring reads Seminars on E commerce Article collection from all SfG newsletters NEWSLETTER 14 May 2014 One size doesn t fit all Chinese Danes designing for Haier The next wave of innovation starts in the China mid market Listen to the experts Take out from a seminar in Shanghai Wonder ful things about China Interesting and inspiring reads NEWSLETTER 13 March 2014 What s in a name Great Chinese name is the first for your brand in China Re branding JYSK in China Branding is building a relation it takes time Made in Denmark doesn t sell in China Interesting and inspiring reads NEWSLETTER 12 January 2014 Scaling up in China how to handle growth Control control control Everything should be documented Scaling while staying in touch with customers Why not hire twice as many Amazing scaling facts about China Interesting and inspiring reads NEWSLETTER 11 December 2013 Finding the right distributors The dilemmas of building a strong sales organization Divide and conquer in China The Nilfisk Advance case on multiple brands and distribution channels Good advice from 30 Danish companies in China Suitable for Growth moving into a new phase The Smart project Seeking affordable methods to create value that matters Interesting and inspiring

    Original URL path: http://www.suitableforgrowth.dk/News/Interesting-and-inspiring-reads-6/ (2016-05-01)
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