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Fifth Edition

Global MarketinG
A decision-oriented ApproAch

Svend Hollensen

GLOBAL MARKETING

Visit the Global Marketing, fifth edition Companion Website at www.pearsoned.co.uk/hollensen to find valuable student learning material including: Full versions of the video case studies Multiple choice questions to test your learning Annotated links to relevant sites on the web An online glossary to explain key terms Flashcards to test your knowledge of key terms and definitions Classic extra case studies that help take your learning further

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Fifth Edition

GLOBAL MARKETING
A DECISION-ORIENTED APPROACH Svend Hollensen

Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsoned.co.uk

First published 1998 by Prentice Hall Second edition published 2001 by Pearson Education Limited Third edition published 2004 Fourth edition published 2007 Fifth edition published 2011 © Prentice Hall Europe 1998 © Pearson Education Limited 2001, 2011 The right of Svend Hollensen to be identified as author of this work has been asserted by the author in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS. All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. Pearson Education is not responsible for the content of third party internet sites. ISBN 978-0-273-72622-7 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data Hollensen, Svend. Global marketing : a decision-oriented approach / Svend Hollensen. — 5th ed. p. cm. ISBN 978-0-273-72622-7 (pbk.) 1. Export marketing. 2. Export marketing–Case studies. I. Title. HF1416.H65 2010 658.8′4–dc22 2010009888 10 14 9 8 7 6 13 12 11 5 4 10 3 2 1

Typeset in 10/12pt Minion by 35 Printed and bound by Rotolito Lombarda, Italy

BRIEF CONTENTS

Preface Guided tour Acknowledgements Publisher’s acknowledgements Abbreviations About the author

xvi xxx xxxiv xxxvi xli xliv

PART I

THE DECISION WHETHER TO INTERNATIONALIZE
1 2 3 4 Global marketing in the firm Initiation of internationalization Internationalization theories Development of the firm’s international competitiveness Part I Case studies

3
5 49 71 103 146

PART II

DECIDING WHICH MARKETS TO ENTER
5 6 7 8 Global marketing research The political and economic environment The sociocultural environment The international market selection process Part II Case studies

171
173 203 233 260 296

PART III MARKET ENTRY STRATEGIES
9 10 11 12 13 Some approaches to the choice of entry mode Export modes Intermediate entry modes Hierarchical modes International sourcing decisions and the role of the sub-supplier Part III Case...
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