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 Effect Bradford (2020) The Brussels Effect: How the European Union Rules the World European Commission (1994) Commission Regulation (EC) No 2257/94 laying down quality standards for bananas Merret (1662) Some Observations Concerning the Ordering of Wines Stevenson (2003) Christie’s World Encyclopedia of Champagne & Sparkling Wine Guy (2003) When Champagne Became French: Wine and the Making of a National Identity Kladstrup and Kladstrup (2005) Champagne: How the World’s Most Glamorous Wine Triumphed Over War and Hard Times Richardson (2008) Brand Names Before the Industrial Revolution De Munck (2012) The Agency of Branding and the Location of Value: Hallmarks and Monograms in Early Modern Tableware Industries Al-Biruni (XI w.) Kitab al-Jamahir fi Ma’rifat al-Jawahir Verhoeven, Pendray and Dauksch (1998) The Key Role of Impurities in Ancient Damascus Steel Blades Reibold et al. (2006) Carbon Nanotubes in an Ancient Damascus Sabre Kumar and Steenkamp (2013) Brand Breakout: How Emerging Market Brands Will Go Global European Commission (2020) Study on Economic Value of EU Quality Schemes, Geographical Indications and Traditional Specialities Guaranteed European Parliament and Council (2012) Regulation (EU) No 1151/2012 on Quality Schemes for Agricultural Products and Foodstuffs European Parliament and Council (2023) Regulation (EU) 2023/2411 on the Protection of Geographical Indications for Craft and Industrial Products World Trade Organization (1994) Agreement on Trade-Related Aspects of Intellectual Property Rights WIPO (1883) Paris Convention for the Protection of Industrial Property Johnson and Bruwer (2007) Regional Brand Image and Perceived Wine Quality: The Consumer Perspective Financial Times (2013) FT Special Report: Watches & Jewellery Food & Wine (2022) Parmigiano Reggiano Makers Are Embedding Tiny Trackers in the Rind to Fight Cheese Fraud Ministry of Agriculture and Rural Development (n.d.) Lista Produktów Tradycyjnych European Commission (n.d.) eAmbrosia: The EU Geographical Indications Register