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Case Study

By | November 2012
Page 1 of 12
GLOBAL MARKETING
Fifth Edition
A DECISION-ORIENTED APPROACH
Svend Hollensen
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CONTENTS
Preface
Guided tour
Acknowledgements
Publisher's acknowledgements
Abbreviations
About the author
PARTI THE DECISION WHETHER TO INTERNATIONALIZE sj
1 Global marketing in the firm 5
Learning objectives 5
1.1 Introduction to globalization 6
1.2 The process of developing the global marketing plan 6
1.3 Comparison of the global marketing and management style of SMEs and LSEs 7 1.4 Should the company'stay at home'or'go abroad'? 17
1.5 Development of the global marketing concept 19
1.6 Forces for global integration and market responsiveness 21 1.7 The value chain as a framework for identifying international competitive advantage 25 1.8 Value shop and the service value chain 33

1.9 Information business and the virtual value chain 36
1.10 Summary 38
Case studies
1.1 Build-A-Bear Workshop (BBW): how to manage the global comeback? 39 1.2 Arcor: a Latin American confectionery player is globalizing its business 45 1.3 Video case study: Nivea 47
Questions for discussion 47
References 47
2 Initiation of internationalization 49
Learning objectives 49
2.1 Introduction 50
2.2 Internationalization motives 50
2.3 Triggers of export initiation (change agents) 57
2.4 Internationalization barriers/risks 61
2.5 Summary . 65
Case studies
2.1 LifeStraw: Vestergaard-Frandsen transforms dirty water into clean drinking water 65 2.2 Elvis Presley Enterprises Inc. (EPE): internationalization of a cult icon 68 2.3 Video case study: TOMS Shoes 69

Questions for discussion 70
References 70
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i Viii S CONTENTS
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3 Internationalization theories 71
Learning objectives 71
3.1 Introduction 72
3.2 The Uppsala internationalization model 74
3.3 The transaction cost analysis model 77
3.4 The network model 80
3.5 Internationalization of SMEs 84
3.6 Born globals 87
3.7 Internationalization of services 90
3.8 Summary 95
Case studies
3.1...

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