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
Geoff Bick
Pages
14
Product Type
Teaching note
Reference #
WBS-2007-4
Teaching Note
Institute
Setting
Year
2007
Keywords
Doing business in Africa, marketing, global marketing, international business, strategy, cellular communications.
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: marketing, 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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