Verfügbarkeit: Global marketing | Technische Universität München

Global marketing: a decision-oriented approach

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Bibliographische Detailangaben
Beteilige Person:	Hollensen, Svend (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Harlow [u.a.] Prentice Hall, Financial Times 2004
Ausgabe:	3. ed.
Schlagwörter:	Marketing aExport marketing Internationales Marketing Fallstudiensammlung
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012926718&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	XXXIX, 717 S. Ill., graph. Darst., Kt.
ISBN:	0273678396

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Datensatz im Suchindex

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adam_text	Fl\|\| Short contents Preface to the third edition xvii Guided tour of the book xxviii Acknowledgements xxx Publisher s acknowledgements xxxii Abbreviations xxxvi E marketing terminology xxxviii About the author xl Part I The decision whether to internationalize 1 1 Global marketing in the firm 3 2 Initiation of internationalization 30 3 Internationalization theories 50 4 Development of the firm s international competitiveness 84 Part I Case studies 108 Part II Deciding which markets to enter 131 5 Global marketing research 135 6 The political and economic environment 166 7 The sociocultural environent 193 8 The international market selection process 218 Part II Case studies 245 Part III Market entry strategies 271 9 Some approaches to the choice of entry mode 277 10 Export modes 291 11 Intermediate entry modes 308 12 Hierarchical modes 335 13 International sourcing decisions and the role of the subsupplier 351 14 Global e marketing 372 Part III Case studies 414 Part IV Designing the global marketing programme 443 15 Product decisions 449 16 Pricing decisions and terms of doing business 494 vi Short contents 17 Distribution decisions 524 18 Communication decisions (promotion strategies) 557 Part IV Case studies 594 Part V Implementing and coordinating the global marketing programme 619 19 Cross cultural sales negotiations 621 20 Organization and control of the global marketing programme 643 Part V Case studies 672 Index 697 Preface to the third edition xvii Guided tour of the book xxviii Acknowledgements xxx Publisher s acknowledgements xxxii Abbreviations xxxvi E marketing terminology xxxviii About the author xi ^U Global marketing in the firm 3 Learning objectives 3 1.1 Introduction 3 1.2 Development of the global marketing concept 4 1.3 Comparison of the global marketing and management style of SMEs and LSEs 6 1.4 Forces for global integration and market responsiveness 13 1.5 The role of global marketing in the firm: a holistic approach 16 1.6 The value chain as a framework for identifying international competitive advantage 17 1.7 Information business and the virtual value chain 23 1.8 Summary 25 Case study 1.1 Vermont Teddy Bear Should Vermont Teddy Bear go abroad? 25 Case study 1.2 Arcor A Latin American confectionary player is globalizing its business 27 Questions for discussion 28 References 29 Further reading 29 Q Initiation of internationalization 30 Learning objectives 30 2.1 Introduction 30 2.2 Internationalization motives 31 2.3 Triggers of export initiation (change agents) 37 2.4 Internationalization barriers/risks 42 2.5 Summary 44 Case study 2.1 Blooming Clothing: A bumpy path to exports 44 Case study 2.2 Elvis Presley Enterprises Inc. (EPE): Internationalization of a cult icon 47 viii Contents Questions for discussion 48 References 48 Further reading 49 ^9 Internationalization theories 50 Learning objectives 50 3.1 Introduction 50 3.2 The Uppsala internationalization model 52 3.3 The transaction cost analysis (TCA) model 57 3.4 The network model 60 3.5 Internationalization of SMEs 64 3.6 Born Globals 67 3.7 Internationalization of services 71 3.8 Summary 77 Case study 3.1 Cryos: They keep the stork busy around the world 78 Case study 3.2 Fox Kids Europe: Rapid internationalization of a TV channel for kids 80 Questions for discussion 81 References 81 Further reading 82 ^\| Development of the firm s international competitiveness 84 Learning objectives 84 4.1 Introduction 84 4.2 Analysis of national competitiveness (the Porter diamond) 86 4.3 Competition analysis in an industry 89 4.4 Value chain analysis 94 4.5 Summary 102 Case study 4.1 Microsoft Xbox: The battle for gaming leadership against Nintendo s GameCube and Sony PlayStation 2 103 Case study 4.2 Sony Ericsson: Will pooling of competences in the mobile phone business create international competitiveness? 104 Questions for discussion 105 References 106 Further reading 106 Part I Case studies Case study 1.1 Manchester United: Trying to establish a global brand 108 Case study 1.2 Bridgestone Tyres: European marketing strategy 112 Case study I.3 ResMed Inc.: Helping patients around the world suffering from obstructive sleep apnea (OSA) 118 Case study I.4 Steinway Sons: Internationalizing the piano business 123 Case study I.5 Titan Industries Ltd: Is Titan Watches ready for globalization? 127 Contents ix ^3 Global marketing research 135 Learning objectives 135 5.1 Introduction 135 5.2 The changing role of the international researcher 136 5.3 Linking global marketing research to the decision making process 136 5.4 Secondary research 139 5.5 Primary research 143 5.6 Online (Internet) primary research methods 155 5.7 Other types of marketing research 157 5.8 Summary 161 Case study 5.1 Teepack Spezialmaschinen GmbH: Organizing a global survey of customer satisfaction 162 Case study 5.2 Tchibo: Expanding the coffee shops business system in the United Kingdom and the rest of Europe 163 Questions for discussion 164 References 164 Further reading 165 ^3 The political and economic environment 166 Learning objectives 166 6.1 Introduction 166 6.2 The political/legal environment 167 6.3 The economic environment 177 6.4 The European Economic and Monetary Union and the euro 184 6.5 Summary 189 Case study 6.1 The World Bank and the IMF: What on earth is globalization about? Massive protests during a meeting in Prague 190 Case study 6.2 Sauer Danfoss: Which political/economic factor would affect a manufacturer of hydraulic components? 191 Questions for discussion 192 References 192 Further reading 192 ^9 The sociocultural environment 193 Learning objectives 193 7.1 Introduction 193 7.2 Layers of culture 195 7.3 High and low context cultures 197 7.4 Elements of culture 198 7.5 Hofstede s original work on national cultures (the 4 + 1 dimensions model) 205 X Contents 7.6 The strengths and weaknesses of Hofstede s model 207 7.7 Managing cultural differences 208 7.8 Convergence or divergence of the world s cultures 209 7.9 The effects of cultural dimensions on ethical decision making 210 7.10 Summary 212 Case study 7.1 Lifan: A Chinese subsupplier and brand manufacturer of motorcycles is aiming at the global market 213 Case study 7.2 Playboy Enterprises: Internationalization of the Playboy business compared with its major competitors (Hustler and Beate Uhse) 215 Questions for discussion 216 References 217 Further reading 217 ^3 The international market selection process 218 Learning objectives 218 8.1 Introduction 218 8.2 International market selection: SMEs versus LSEs 219 8.3 Building a model for international market selection 220 8.4 Market expansion strategies 233 8.5 The global product/market portfolio 239 8.6 Summary 239 Case study 8.1 Jarisberg: The king of Norwegian cheeses is seeking new markets 240 Case study 8.2 Durex: Durex Global Sex Survey 242 Questions for discussion 242 References 243 Further reading 243 Part II Case studies Case study 11.1 CarLovers Carwash: Serendipity as a factor in foreign market selection: the case of CarLovers from Australia 245 Case study II.2 Female Health Company (FHC): The female condom is seeking a foothold in the world market for contraceptive products 248 Case study II.3 Tipperary Mineral Water Company: Market selection inside/outside Europe 251 Case study II.4 Beverage Brands: Planning an international raid with the FABs (flavoured alcoholic beverages) 255 Case study II.5 Village Roadshow/AOL Time Warner: Globalization of the theme park business 262 Contents xi Q Some approaches to the choice of entry mode 277 Learning objectives 277 9.1 Introduction 277 9.2 The transaction cost approach 278 9.3 Factors influencing the choice of entry mode 279 9.4 Summary 284 Case study 9.1 10 Interactive: A computer games developer is reconsidering its entry mode 284 Case study 9.2 condomi AG: Evaluating its entry mode strategy in Africa 289 Questions for discussion 290 References 290 Further reading 290 ^9 Export modes 291 Learning objectives 291 10.1 Introduction 291 10.2 Indirect export modes 293 10.3 Direct export modes 297 10.4 Cooperative export modes/export marketing groups 302 10.5 Summary 303 Case study 10.1 Lysholm Linie Aquavit: International marketing of the Norwegian Aquavit brand 304 Case study 10.2 Parie Products: An Indian biscuit brand is seeking agents and cooperation partners in new export markets 305 Questions for discussion 307 References 307 Further reading 307 H9 Intermediate entry modes 308 Learning objectives 308 11.1 Introduction 308 11.2 Contract manufacturing 310 11.3 Licensing 311 11.4 Franchising 313 11.5 Joint ventures/strategic alliances 318 11.6 Other intermediate entry modes 326 11.7 Summary 329 Case study 11.1 Ka Boo Ki: Licensing in the LEGO brand 330 Case study 11.2 Bayer and GlaxoSmithKline: Can the X coalition and the product Levitra challenge Viagra s market leader position? 331 xii Contents Questions for discussion 333 References 333 Further reading 333 El Hierarchical modes 335 Learning objectives 335 12.1 Introduction 335 12.2 Domestic based sales representatives 337 12.3 Resident sales representatives/foreign sales branch/foreign sales subsidiary 337 12.4 Sales and production subsidiary 338 12.5 Region centres (regional headquarters) 339 12.6 Transnational organization 342 12.7 Establishing wholly owned subsidiaries acquisition or greenfield 342 12.8 Foreign divestment: withdrawing from a foreign market 343 12.9 Summary 345 Case study 12.1 Durex condoms in Japan: SSL will sell Durex condoms in the Japanese market through its own organization 347 Case study 12.2 The Fred Hollows Foundation: A non profit organization establishes lens production factories in Nepal and Eritrea 348 Questions for discussion 349 References 349 Further reading 350 B International sourcing decisions and the role of the subsupplier 351 Learning objectives 351 13.1 Introduction 351 13.2 Reasons for international sourcing 353 13.3 A typology of subcontracting 355 13.4 Buyer seller interaction 356 13.5 Development of a relationship 358 13.6 Reverse marketing: from seller to buyer initiative 361 13.7 Internationalization of subcontractors 362 13.8 Project export (turnkey contracts) 365 13.9 Summary 366 Case study 13.1 LM Glasfiber A/S: Following its customers international expansion in the wind turbine industry 367 Case study 13.2 Lear Corporation: A leading supplier of automotive interior systems 369 Questions for discussion 369 References 370 Further reading 370 Contents xiii ^Q Global e marketing 372 Learning objectives 372 14.1 Introduction 372 14.2 Types of products 373 14.3 Types of e marketing defining new business models 375 14.4 Exploring buying behaviour in e marketing 381 14.5 Disintermediation in e marketing myth or reality? 387 14.6 Developing dynamic global e marketing 389 14.7 The legal environment of e marketing 393 14.8 A global strategy for Internet marketing 394 14.9 International mobile marketing 399 14.10 Summary 407 Case study 14.1 Sonic Innovations: A new US manufacturer of hearing aids is considering online sales in Europe 409 Case study 14.2 Auto by Tel: An example of reintermediation in the value chain 410 Questions for discussion 411 References 412 Further reading 413 Part III Case studies Case study 111.1 IKEA: Expanding through franchising to the South American market? 414 Case study III.2 NTT DoCoMo: Using a strong domestic position as a basis for international expansion 420 Case study III.3 Autoliv Air Bags: Transforming Autoliv into a global company 427 Case study III.4 IMAX Corporation: Globalization of the film business 432 Case study III.5 Heineken/AI Ahram Beverages Co.: Marketing of alcoholic and non alcoholic drinks to Egypt and to other Muslim markets does an acquisition help? 438 j^S Product decisions 449 Learning objectives 449 15.1 Introduction 449 15.2 The dimensions of the international product offer 450 15.3 Developing international service strategies 450 15.4 The product life cycle 455 15.5 New products for the international market 459 15.6 Product positioning 466 15.7 Brand equity 467 15.8 Branding decisions 468 xiv Contents 15.9 Implications of the Internet/e commerce for product decisions 475 15.10 Green marketing strategies 480 15.11 Total quality management and ISO 9000 certification 484 15.12 Summary 486 Case study 15.1 Danish Klassic: Launch of a cream cheese in Saudi Arabia 486 Case study 15.2 Zippo Manufacturing Company: Has product diversification beyond the lighter gone too far? 489 Questions for discussion 490 References 491 Further reading 492 ^g Pricing decisions and terms of doing business 494 Learning objectives 494 16.1 Introduction 494 16.2 International pricing strategies compared with domestic pricing strategies 495 16.3 Factors influencing international pricing decisions 495 16.4 International pricing strategies 499 16.5 Implications of the Internet/e commerce for pricing across borders 510 16.6 Terms of sale/delivery terms 511 16.7 Terms of payment 513 16.8 Export financing 517 16.9 Summary 519 Case study 16.1 Hariey Davidson: Does the image justify the price level? 520 Case study 16.2 Gillette Co.: Is price standardisation possible for razor blades? 521 Questions for discussion 521 References 522 Further reading 523 01 Distribution decisions 524 Learning objectives 524 17.1 Introduction 524 17.2 External determinants of channel decisions 526 17.3 The structure of the channel 529 17.4 Managing and controlling distribution channels 533 17.5 Managing logistics 536 17.6 Implications of the Internet/e commerce for distribution decisions 543 17.7 Special issue 1: International retailing 544 17.8 Special issue 2: Grey marketing (parallel importing) 549 17.9 Summary 551 Case study 17.1 De Beers: Forward integration into the diamond industry value chain 551 Case study 17.2 Konka Group: Will an aggressive strategy help the Chinese television manufacturer to penetrate US retail distribution? 554 Questions for discussion 555 References 556 Further reading 556 Contents xv ^Q Communication decisions (promotion strategies) 557 Learning objectives 557 18.1 Introduction 557 18.2 The communication process 558 18.3 Communication tools 561 18.4 International advertising strategies in practice 579 18.5 Implications of Internet/e commerce for communication decisions 584 18.6 Summary 588 Case study 18.1 Helly Hansen: Sponsoring fashion clothes in the US market 589 Case study 18.2 Fisherman s Friend: Is sponsoring extreme motorsport events a good promotion tool? 591 Questions for discussion 592 References 592 Further reading 593 Part IV Case studies Case study IV. 1 Absolut Vodka: Defending and attacking for a better position in the global vodka market 594 Case study IV.2 3B Scientific: World market leader in the niche of anatomical models 601 Case study IV.3 BMG (A): Global marketing strategy for the music business 604 Case study IV.4 Dyson Vacuum Cleaner: Shifting from domestic to international marketing with the famous bagless vacuum cleaner 607 Case study IV.5 Triumph Motorcycles Ltd: Rising from the ashes in the international motorcycle business 614 \|Q Cross cultural sales negotiations 621 Learning objectives 621 19.1 Introduction 621 19.2 Cross cultural negotiations 622 19.3 Intercultural preparation 628 19.4 Coping with expatriates 629 19.5 Knowledge management and learning across borders 631 19.6 Transnational bribery in cross cultural negotiations 636 19.7 Summary 637 Case study 19.1 Mecca Cola: Marketing of a Muslim cola to the European market 637 Case study 19.2 TOTO: The Japanese toilet manufacturer seeks export opportunities for its high tech brands in the United States 639 xvi Contents Questions for discussion 641 References 641 Further reading 642 ^CT Organization and control of the global marketing programme 643 Learning objectives 643 20.1 Introduction 643 20.2 Organization of global marketing activities 644 20.3 The Global Account Management (GAM) organization 649 20.4 Controlling the global marketing programme 657 20.5 The global marketing budget 664 20.6 Summary 668 Case study 20.1 Mars Inc.: Merger of the European food, petcare and confectionary divisions 668 Case study 20.2 AGRAMKOW Fluid Systems: Reconsidering its global organization structure 669 Questions for discussion 670 References 671 Further reading 671 Part V Case studies Case study V.1 Femilet: A SME is seeking foothold in the European lingerie market 672 Case study V.2 BMG (B): New worldwide organizational structure and the marketing, planning and budgeting of Dido s new album 677 Case study V.3 Dandy/Cadbury Schweppes: Alliance building and corporate organizational considerations in the world chewing gum market 681 Case study V.4 SKF Rolling Bearings: The automotive division is facing a big challenge in Japan 687 Case study V.5 Vipp AS: A SME uses global branding to break into the international waste bin business 692 Index 697
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