Los grupos de interés y la presión medioambiental

[ES] Uno de los motivos de mayor peso que inducen a las organizaciones a la implantación de sistemas de gestión medioambiental es la presión ejercida por los grupos de interés. La investigación aporta resultados sobre cuál es la influencia de los grupos de interés sobre la gestión medioambiental. Con este fin hemos analizado 142 centros de negocio españoles, poseedores de los certificados ISO 14000 y/o EMAS, estableciendo la relación de los grupos de interés y su influencia con el modo en que se realiza en dichas organizaciones la gestión medioambiental.

Comparison of marketing policies applied by the same company in different countries and analysis of the reasons for the differences

The focus of this project is going to be, as the title indicates, on the comparison of marketing policies applied by the same company in different countries and analysis of the reasons for the differences. In order to do that, I have selected the company Nestlé to analyze the marketing decisions it makes across national boundaries to market the brand of Kit Kat and keep it as a leader snack worldwide. After having analyzed the brand in all continents, I can say the execution of the strategy used by Nestlé with Kit Kat really matches the planning of the strategy which is to think globally and act locally. Nestlé uses global brand identity but, from the internal point of view, it uses local ingredients and gives autonomy to its local branches based in different countries to make pricing and distributions decisions and therefore satisfy different consumers’ needs and preferences in local environments where changes happen very rapidly. The “glocal” approach to marketing is an effective way for Nestlé Kit Kat to stay focused on the consumer in worldwide markets.