The Content of Global Marketing

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Fifth Edition

GLOBAL MARKETING
A DECISION-ORIENTED APPROACH Svend Hollensen

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CONTENTS

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

XVI XXX

xxxiv xxxvi xli xliv

PARTI

THE DECISION WHETHER TO INTERNATIONALIZE 1 Global marketing in the firm Learning objectives 1.1 Introduction to globalization 1.2 The process of developing the global marketing plan 1.3 Comparison of the global marketing and management style of SMEs and LSEs 1.4 Should the company'stay at home'or'go abroad'? 1.5 Development of the global marketing concept 1.6 Forces for global integration and market responsiveness 1.7 The value chain as a framework for identifying international competitive advantage 1.8 Value shop and the service value chain 1.9 Information business and the virtual value chain 1.10 Summary Case studies 1.1 Build-A-Bear Workshop (BBW): how to manage the global comeback? 1.2 Arcor: a Latin American confectionery player is globalizing its business 1.3 Video case study: Nivea Questions for discussion References

sj 5
5 6 6 7 17 19 21 25 33 36 38 39 45 47 47 47

2

Initiation of internationalization
Learning objectives 2.1 Introduction 2.2 Internationalization motives 2.3 Triggers of export initiation (change agents) 2.4 Internationalization barriers/risks 2.5 Summary . Case studies 2.1 LifeStraw: Vestergaard-Frandsen transforms dirty water into clean drinking water 2.2 Elvis Presley Enterprises Inc. (EPE): internationalization of a cult icon 2.3 Video case study: TOMS Shoes Questions for discussion References

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49 50 50 57 61 65 65 68 69 70 70

i Viii S

CONTENTS

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y

3

Internationalization theories
Learning objectives 3.1 Introduction 3.2 The Uppsala internationalization model 3.3 The transaction cost analysis model 3.4 The network model 3.5 Internationalization of SMEs 3.6 Born globals 3.7 Internationalization of services 3.8 Summary Case studies 3.1 Cryos: they keep the stork busy around the world 3.2 Classic Media: internationalization of Postman Pat 3.3 Video case study: Reebok Questions for discussion References .

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71 72 74 77 80 84 87 90 95 96 99 100 101 101

4

Development of the firm's international competitiveness
Learning objectives 4.1 Introduction 4.2 Analysis of national competitiveness (the Porter diamond) 4.3 Competition analysis in an industry 4.4 Value chain analysis 4.5 The sustainable global value chain - CSR 4.6 CSR and international competitiveness 4.7 The value net 4.8 Blue ocean strategy and value innovation 4.9 Summary Case studies

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103 104 104 109 114 123 124 126 126 131

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4.1 Nintendo Wii: Nintendo's Wii takes first place on the world market - can it last? 132 4.2 Senseo: creating competitiveness through an international alliance 137 4.3 Video case study: Nike .143 Questions for discussion 143 References 143

Parti Case studies
1.1 1.2 1.3 1.4 Zara: a Spanish retailer goes to the top of world fashion Manchester United: still trying to establish a global brand Bridgestone Tyres: European marketing strategy Cereal Partners Worldwide (CPW): the number 2 world player is challenging the number 1 - Kellogg 146 152 155 :

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PART II

DECIDING WHICH MARKETS TO ENTER
Global marketing research
Learning objectives 5.1 Introduction 5.2 The changing role of the international researcher 5.3 Linking global marketing research to the decision-making process 5.4 Secondary research 5.5 Primary research

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CONTENTS

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5.6 Other types of marketing research 5.7 Setting up an international MIS 5.8 Summary Case studies 5.1 TeepackJSpezialmaschinen GmbH: organizing a global survey of customer satisfaction 5.2 Tchibo: expanding the coffee shops' business system in Eastern Europe 5.3 Video case study: Ziba Questions for discussion References

199 200 201 201 202

6

The political and economic environment
Learning objectives 6.1...
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