Positioning of Corporate Branding in Turbulent Environment ; A case study of SAMSUNG in Indonesia Ira Murweni
School of Postgraduate Studies Indonesia University of Education
Abstract
Ansoff introduces the concept of environmental turbulence to describe the different environments. Ansoff classifies the different environments in which firms operate into five distinct turbulence levels. The purpose of this paper is to obtain an overview of corporate brand implementation in turbulent environment; a case study of Samsung company in Indonesia. These research that will be used is descriptive statistic method by using Confirmatory Factor Analysis (CFA) model calculation on corporate brand indicator based on consumer perception. The sample of this study will be taken using by random sampling method with a standard error = 0.05.
The results of this study will be used to discussed the implementation of Samsungs strategy in maintaining its corporate brand in a turbulent environment.
