Role of Globalisation in Emerging Global Brands

This research analyzes the role of globalisation in emerging global brands, focusing on Marks and Spencer. It explores the concept of globalisation in business, the benefits of going international, and the relationship between globalisation and emerging global brands. The research approach includes qualitative methods such as interviews and observations. Ethical considerations and data storage are also addressed.

RESEARCH
PROJECT

Table of Contents
Section 1: Title, Objectives, Responsibilities..................................................................................1
Section 2: Reason for choosing this research project......................................................................1
Section 3: Literature Review ..........................................................................................................1
The concept of globalisation in terms of business......................................................................1
The role performed by globalisation in the context of emerging global brands.........................2
The benefits attained by Marks and Spencer through going international..................................2
The relationship among globalisation and emerging global brands............................................3
Section 4: Activities and timescale..................................................................................................4
Section 5: Research approach and methodology.............................................................................5
Research type..............................................................................................................................5
Research design...........................................................................................................................5
Research approach......................................................................................................................5
Section 6: Research Ethics Approval form......................................................................................6
Research Ethics approval form........................................................................................................7
Section 7: Bibliography.................................................................................................................12
References......................................................................................................................................12
.......................................................................................................................................................12
.......................................................................................................................................................12

Section 1: Title, Objectives, Responsibilities
“To analyse the role of globalisation in emerging global brands”. A case study on Marks
and Spencer.
Purpose of research:
The main purpose of this research is to analysis the actual role of globalisation in
emerging global brand so that investigator can easily gain proper information about the topic and
draw a valid conclusion. Globalisation is a key aspect that assist company to established
competitive image at global level.
Research objectives (Akdeniz and Kara, 2014)
 To understand the concept of globalisation in terms of business.
 To determine the role performed by globalisation in the context of emerging global
brands.
 To identify the benefits attained by Marks and Spencer through going international.
 To access the relationship among globalisation and emerging global brands.
Research questions:
 What are the concept of globalisation in terms of business?
 What are the role performed by globalisation in the context of emerging global brands?
 What are the benefits attained by Marks and Spencer through going international?
 What are the relationship among globalisation and emerging global brands?
Intervention:
The action taken to improve area of research is to prepare an effective planning process,
action and refection on the basis of collected data towards the globalisation and its impact on
emerging global brands (Alon and et. al., 2014). For this, research will be includes questionnaire
to understand participant mind set about the topic. This will improve the chances of attaining
positive outcomes.
Principle outcome:
The main outcome of this research is to gather proper data from the different participant
with the aim of drawing a valid conclusion. With the assistance of this, researcher can easily
analysis the benefits that attained by company at the time of going international level.
Summary:
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This research is carry out by preparing questionnaire which is based on role of
globalisation on emerging global brand. It includes some methods of data collection, research,
data analysis, suggestion, reflection and areas for improvement that contribute at the time
completing research activities.
Section 2: Reason for choosing this research project
Reason behind selecting this research project is to increase personal interest of researcher
towards the research topic and area as well (Baylis, Smith and Owens, 2017). In last few years, it
has been evaluated that globalisation is play a huge role in providing various opportunities to
business in order to operate their activities at global level. This research support researcher in
enhancing skills and knowledge about the importance of globalisation for a business
organisation.
By using globalisation concept company can easily raise their market share and at the
same time also invite larger number of customers (Bartsch and et. al., 2016). Thus, this type of
research provide huge information to the researcher towards the role of globalisation in emerging
global brands.
Section 3: Literature Review
The concept of globalisation in terms of business: Han, (2017)
Concept of globalisation is an important aspect for business organisation to increase
overall growth level at global market.
As it allow company to operate their commercial activities in different countries with the
aim of generating larger profitability level.
Along with this, company also use various methods to entering into new market like
strategic alliance, merger and acquisition and many more.
The role performed by globalisation in the context of emerging global brands: Westjohn and et.
al., (2016)
Globalisation is contribute huge impact in emerging brand by providing them wider
platform to enter in new market. In this context, different brands like Unilever, M&S and various
companies are successfully operate their business and improve their overall performance. In this
regards, globalisation play a vital role in improving productivity level of emerging brand by
increasing customers base and their requirements as well.
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The benefits attained by Marks and Spencer through going international Burton, (2017)
Number of benefits there which attained by Marks and Spencer at the time of going
global for operating their business. As Marks and Spencer operate their business in various
countries with the aim of generating more and more profits to established competitive image.
Along with this, it provide a new market in which company operate their activities and also boost
their revenues. In this context there are some benefits that attained by Marks and Spencer
through going international. All these are as follows:
 Faster growth
 Gain a competitive advantage
 Find new global customers
The relationship among globalisation and emerging global brands Buckley and Munjal, (2017),
Globalisation and emerging global brand is define relationship with each other. The main
reason behind this is that the external factors are provide various aspects that directly contribute
sin developing as well as enhancing the organisational success at emerging market.
In this regards, due to globalisation various business organization easily operate their
activities in developing market through which they easily established their competitive brand
image.
Along with this, management of Marks and Spenser also includes effective strategic
development policies that provide them support in making image of the company more popular.
With the assistance of this, company may also enhance their revenue and also generate larger
profitability.
Section 4: Activities and timescale
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Section 5: Research approach and methodology
This section play a crucial role in making a successful research project as it consider as
an effective process which used by investigator to gather reliable data and information about
topic and area as well.
Research type
It is important for researcher to select an appropriate research type to carry out the study
in most effective manner (Yoon, 2017). It is based on two type of research like qualitative and
quantitative research. In this research, investigator will use qualitative research.
Research design
Research design includes a set of procedures that used by investigator with the aim of
analysing as well as collecting different variables to determine the research problem (Sinha and
Sheth, 2018). It can be divided into three categories like descriptive, exploratory and casual
research design. For this research, investigator will be used exploratory research design.
Research approach
It is a plan and procedure that consider various ways and assumption for gathering data
and information and interpreting the same. Mainly, there are two type of research approaches
such as inductive, deductive approach (Gürhan-Canli, Sarial-Abi and Hayran, 2018). Form these
approaches, researcher will use inductive research.
Section 6: Research Ethics Approval form
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Research Ethics approval form
All students conducting research activity that involves human participants
or the use of data collected form human participants are required to gain
ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title: “To analyse the role of globalisation in emerging
global brands”. A case study on Marks and Spencer.
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your
project:
 Interviews Yes No
 Questionnaires Yes No
 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No
 Action Research Yes No
 Focus Groups Yes No
 Others (Please specify) :
Section 3: Participants
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Please answer the following questions, giving full details where
necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults: More
than 18
How will participants be recruited (identified an approached)?
The participants will be recruit through process of interview.
Describe the processes you will use to inform participants about what
you are doing:
Under this, researcher will use the telephone and email to inform the participants.
How will you obtain consent from participants? Will this be written? How
will it be made clear to participants that they may withdraw consent to
participate at any time?
With the use of email, consent will be obtain from participants and it will be in the written
form. An researcher ensure that participants can be withdraw their consent from an
investigation on the basis sf choice of participants by using the email in order to inform
participants.
Studies involving questionnaires: will participants be given the option of
omitting questions that do not wish to answer?
Yes No
If no please explain why below and ensure that you cover any ethical
issues arising from this
Studies involving observation: Confirm whether participants will be
asked for their informed consent to be observed.
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Yes No
Will you debrief participants at the end of their participation (i.e give
them a brief explanation of the study)?
Yes No
Will participants be given information about the findings of your study?
(This could be a brief summary of your findings in general)
Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance
with the Data Protection Act (1998)
Yes No
Who will have access to the data and personal information?
The researcher will access the personal information and data.
During the research:
Where will the data be stored?
The data will be stored in Computer system and hardware.
Will mobile devices such as USB storage and laptops be used
Yes No
If Yes, please provide further details:
After the research:
Where will the data be stored?
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The data will be stored in Computer system and hardware.
How long will the data and records be kept for and in what format?
The data will be stored for long period of time and in word format.
Will data be kept for use by other researchers? Yes No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise
ethical concerns? If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks
that may arise because of your research. Please consider/address all
issues that may apply. Ethical concerns may include, but are not limited
to the following :
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
 Risk to participants and /or researchers
 Confidentiality/anonymity
 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the
research (including transfer, sharing, encryption,
protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s
Research and Ethics Policy: Yes No
I have discussed the ethical issues relating to my research with my
Unit Tutor:
Yes No
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of
the ethical issues that may arise in the course of my research
Name: Date:
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Please submit your completed form to your supervisor and also
attach to the Research Proposal when submitting to Turnitin.
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Section 7: Bibliography
References
Books and Journals
Akdeniz Ar, A. and Kara, A., 2014. Emerging market consumers’ country of production image,
trust and quality perceptions of global brands made-in China. Journal of Product &
Brand Management. 23(7). pp.491-503.
Alon, I. and et. al., 2014. Chinese state-owned enterprises go global. Journal of Business
Strategy. 35(6). pp.3-18.
Bartsch, F. and et. al., 2016. Global brand ownership: The mediating roles of consumer attitudes
and brand identification. Journal of Business Research. 69(9). pp.3629-3635.
Baylis, J., Smith, S. and Owens, P. eds., 2017. The globalization of world politics: An
introduction to international relations. Oxford University Press.
Han, C. M., 2017. Cosmopolitanism and ethnocentrism among young consumers in emerging
Asia: Chinese vs Koreans towards Japanese brands. Asia Pacific Journal of Marketing
and Logistics. 29(2). pp.330-346.
Westjohn, S. A. and et. al., 2016. The influence of regulatory focus on global consumption
orientation and preference for global versus local consumer culture positioning. Journal
of International Marketing. 24(2). pp.22-39.
Buckley, P. J. and Munjal, S., 2017. The role of local context in the cross‐border acquisitions by
emerging economy multinational enterprises. British Journal of Management. 28(3).
pp.372-389.
Yoon, H., 2017. Globalization of the animation industry: multi-scalar linkages of six animation
production centers. International Journal of Cultural Policy. 23(5). pp.634-651.
Gürhan-Canli, Z., Sarial-Abi, G. and Hayran, C., 2018. Consumers and brands across the globe:
research synthesis and new directions. Journal of International Marketing. 26(1). pp.96-
117.
Sinha, M. and Sheth, J., 2018. Growing the pie in emerging markets: Marketing strategies for
increasing the ratio of non-users to users. Journal of Business Research. 86. pp.217-224.
Online
Burton, A., 2017. Benefits of Going Global in Business. [Online]. Available
through:<https://sites.utexas.edu/longhornglobalbiznet/benefits-going-global-business/
>.
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