Action steps for African Business Schools
2011-05-24 13:56:36 UTC
Case Study: MTN: one group, one vision, one brand
Title
MTN: one group, one vision, one brand
Author
Nick, G; Luiz, J; Townsend, S
Pages
18
Product Type
Reference #
507-142-1
Teaching Note
507-142-8
Institute
Setting
South Africa
Year
2005
Keywords
Marketing strategy, International marketing, Business in Africa, Cellular communication
Summary/
Abstract
Abstract
On 17 April 2005 African cellular telecommunications company MTN finally launched its new 'everywhere you go' pay-off line across all of its African operations. Three months later, with the rush over, MTN's Group Executive Director of M arketing, Santie Botha, reflected on the company's two-year journey towards adopting a global brand identity with locally relevant communication - the so-called 'glocal' approach. The journey had provided interesting learning about doing business in Africa, but she wondered whether the model MTN had developed would also be suitable for MTN's recent business expansion into the Middle East.
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Reports on the AABS Members Meeting 2011 and Responsible Management in Africa Conference 2011
