AI SearchBuilding a global brand in telecommunications : (Record no. 13719)
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| 005 - DATE AND TIME OF LATEST TRANSACTION | |
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| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 040116s2003 th u m rtt 00| a1eng d |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | .b11909626 |
| 099 #9 - LOCAL FREE-TEXT CALL NUMBER (OCLC) | |
| Classification number | AIT RSPR no.SM-03-86 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Bougant, Clotilde |
| 245 10 - TITLE STATEMENT | |
| Title | Building a global brand in telecommunications : |
| Remainder of title | a case study of Orange in France and Thailand |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Bangkok : |
| Name of publisher, distributor, etc. | Asian Institute of Technology, |
| Date of publication, distribution, etc. | 2003 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 47 leaves |
| 490 1# - SERIES STATEMENT | |
| Series statement | Research studies project report ; |
| Volume/sequential designation | no. SM-03-86 |
| 500 ## - GENERAL NOTE | |
| General note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, Scholar of Management |
| 502 ## - DISSERTATION NOTE | |
| Dissertation note | Research report (M.Sc.) - Asian Institute of Technology, 2003 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | The purpose of my research study is to show the difficulties to build a global brand. I will talk about how the concept of the brand Orange is adapted in the countries where it is launched. To illustrate that I will present Orange in France and Orange in Thailand. Orange is originally a British company but it has been bought in 2000 by France Telecom, the historical French operator. Then Orange became Orange SA. They adapted the concept of the brand, while keeping the same key ideas but adapting it to France and French language. At the same time, there was a project of launching Orange in Thailand. Through a jointventure with a Thai company, CP Group, Orange was launched in Thailand. Once again, and much more than for France, the concept of the brand, the slogan and the key ideas had to be adapted to Thai culture, religion, economic situation and so on. I will explain the different steps of the branding or rebranding and show the difficulties. I want to see if a strong brand such as Orange can extend internationally, how, and with which difficulties. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Business names |
| Geographic subdivision | France |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Business names |
| Geographic subdivision | Thailand |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Telecommunication |
| Geographic subdivision | Thailand |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Tocquer, Gerard A., |
| Relator term | Chairperson |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Vialle, Pierre, |
| Relator term | Examination committee |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Segard, Olivier, |
| Relator term | Examination committee |
| 810 2# - SERIES ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | Asian Institute of Technology. |
| Title of a work | Research studies project report ; |
| Volume/sequential designation | no. SM-03-86 |
| 856 ## - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Full-Text |
| Uniform Resource Identifier | <a href="http://203.159.5.9/ait-thesis/detail.php?q=B08210">http://203.159.5.9/ait-thesis/detail.php?q=B08210</a> |
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| a | .b11909626 |
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| Operator's initials, OID (RLIN) | 0 |
| Cataloger's initials, CIN (RLIN) | 040116 |
| First date, FD (RLIN) | m |
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| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
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| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
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| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | 20-AIT Publication |
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| Koha item type | 40-Archives |
| 909 ## - LOCAL ITEMS USED | |
| Barcode | Barcode : 30050120666358 |
| CREATED | CREATED : 2004-01-16 |
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| CREATED | CREATED : 2004-01-16 |
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| CREATED | CREATED : 2016-05-26 |
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| CREATED | CREATED : 2020-04-02 |
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| Withdrawn status | Lost status | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Cost, normal purchase price | Total checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | AIT Publications | 17/08/2026 | 50.00 | AIT RSPR no.SM-03-86 | 30050120666358 | 17/08/2026 | 1 | 17/08/2026 | 20-AIT Publication | ||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | AIT Publications | 17/08/2026 | 50.00 | AIT RSPR no.SM-03-86 | 30050120666382 | 17/08/2026 | 2 | 17/08/2026 | 20-AIT Publication | ||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 17/08/2026 | AIT RSPR no.SM-03-86 | 30050120302897 | 17/08/2026 | 1 | 17/08/2026 | 40-Archives | |||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 17/08/2026 | AIT RSPR no.SM-03-86 | 30050120996078 | 17/08/2026 | 3 | 17/08/2026 | 20-AIT Publication | |||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 17/08/2026 | AIT RSPR no.SM-03-86 | 30050120909253 | 17/08/2026 | 4 | 17/08/2026 | 20-AIT Publication |