Table of contents for Essentials of global marketing / Svend Hollensen.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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Brief contents
Preface	xiii
Guided tour	xviii
Acknowledgements	xx
Publisher's acknowledgements	xxii
Abbreviations	xxvi
About the author	xxviii
Part I THE DECISION TO INTERNATIONALIZE	1
Part I Video case study and Introduction	2
 1	Global marketing in the firm	4
 2	Initiation of internationalization	34
 3	Internationalization theories	53
 4	Development of the firm's international competitiveness	71
Part I Case study	103
Part II DECIDING WHICH MARKETS TO ENTER	113
Part II Video case study and Introduction	114
 5	The political and economic environment	116
 6	The sociocultural environment	139
 7	The international market selection process	161
Part II Case study	186
Part III MARKET ENTRY STRATEGIES	197
Part III Video case study and Introduction	198
 8	Some approaches to the choice of entry mode	203
 9	Export, intermediate and hierarchical entry modes	215
10	International buyer-seller relationships	261
Part III Case study	282
Part IV DESIGNING THE GLOBAL MARKETING PROGRAMME	293
Part IV Video case study and Introduction	294
11	Product and pricing decisions	301
12	Distribution and communication decisions	353
Part IV Case study	393
Part V IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME	411
Part V Video case study and Introduction	412
13	Cross-cultural sales negotiations	414
14	Organization and control of the global marketing programme	438
Part V Case study	466
Index	482
SUPPORTING RESOURCES
Visit www.pearsoned.co.uk/hollensen to find valuable online resources:
Companion website for students
l	Full versions of the video case studies at the end of each chapter
l	Self-assessment multiple choice questions for each chapter
l	Annotated links to relevant, specific sites on the web
l	Searchable online glossary
l	Flashcards to test your knowledge of key terms and definitions
l	Classic extra case studies that help take your learning further
l	An entire web-based chapter on global e-marketing, that helps keep you up-to-date in this fast-moving area
l	Further reading for chapters 1-14
For instructors
l	Media-rich PowerPoint slides, including animated key figures from the book, video clips, audio and direct links to the web
l	Extensive Instructor's Manual, with sample answers for all the case study question material, including the extra case studies on the book's website
l	Answers to the questions in the book that accompany the video case studies integrated with the book
l	A testbank (delivered in TestGen) of over 600 multiple choice questions
Also: The Companion Website provides the following features:
l	Search tool to help locate specific items of content
l	E-mail results and profile tools to send results of quizzes to instructors
l	Online help and support to assist with website usage and troubleshooting
For more information please contact your local Pearson Education sales representative or visit www.pearsoned.co.uk/hollensen
Contents
Preface	xiii
Guided tour	xviii
Acknowledgements	xx
Publisher's acknowledgements	xxii
Abbreviations	xxvi
About the author	xxviii
Part I
THE DECISION TO INTERNATIONALIZE	1
Part I Video case study	
Acme Whistles Ltd: An SME is globalizing its whistles sales	2
Introduction to Part I	3
Global marketing in the firm	4
Learning objectives	4
1.1	The process of developing the global marketing plan	4
1.2	Introduction to globalization	5
1.3	Development of the 'global marketing' concept	10
1.4	Forces for 'global integration' and 'market responsiveness'	12
1.5	The value chain as a framework for identifying international 	competitive advantage	16
1.6	Value shop and the 'service value chain'	24
1.7	Information business and the virtual value chain	28
1.8	Summary	29
Case study	
1.1	Bubba Gump Shrimp Co.: A US-based restaurant chain is going 	international	30
Questions for discussion	32
References	33
Initiation of internationalization	34
Learning objectives	34
2.1	Introduction	34
2.2	Internationalization motives	35
2.3	Triggers of export initiation (change agents)	42
2.4	Internationalization barriers/risks	46
2.5	Summary	50
Case study
2.1	Elvis Presley Enterprises Inc. (EPE): Internationalization of a 'cult icon'	50
Questions for discussion	51
References	51
Internationalization theories	53
Learning objectives	53
3.1	Introduction	53
3.2	The Uppsala internationalization model	56
3.3	The transaction cost analysis (TCA) model	57
3.4	The network model	61
3.5	Born globals	63
3.6	Summary	66
Case study
3.1	Entertainment Rights: Internationalization of 'Postman Pat'	67
Questions for discussion	68
References	69
Development of the firm's international competitiveness	71
Learning objectives	71
4.1	Introduction	71
4.2	Analysis of national competitiveness (the Porter diamond)	73
4.3	Competition analysis in an industry	78
4.4	Value chain analysis	82
4.5	Blue ocean strategy and value innovation	92
4.6	Summary	96
Case study
4.1	Wii: Nintendo's Wii takes first place on the world market - can it last?	97
Questions for discussion	101
References	101
Part I Case studies	
I.1	Manchester United: Still trying to establish a global brand	103
I.2	Cereal Partners Worldwide (CPW): The No. 2 world player is 	challenging the No. 1 - Kellogg	106
Part II
DECIDING WHICH MARKETS TO ENTER	113
Part II Video case study	
Land Rover: Which markets should be selected for the new Freelander 2	114
Introduction to Part II	115
The political and economic environment	116
Learning objectives	116
5.1	Introduction	116
5.2	The political/legal environment	117
5.3	The economic environment	126
5.4	The European Economic and Monetary Union and the euro	133
5.5	Summary	134
Case study	
5.1	Sauer-Danfoss: Which political/economic factor would affect a 	manufacturer of hydraulic components?	137
Questions for discussion	137
References	138
The sociocultural environment	139
Learning objectives	139
6.1	Introduction	139
6.2	Layers of culture	142
6.3	High- and low-context cultures	143
6.4	Elements of culture	144
6.5	Hofstede's original work on national cultures (the '4 + 1' 	dimensions model)	151
6.6	Managing cultural differences	153
6.7	Convergence or divergence of the world's cultures	154
6.8	The effects of cultural dimensions on ethical decision making	155
6.9	Summary	157
Case study	
6.1	IKEA catalogue: Are there any cultural differences?	158
Questions for discussion	160
References	160
The international market selection process	161
Learning objectives	161
7.1	Introduction	161
7.2	International market selection: SMEs versus LSEs	162
7.3	Building a model for international market selection	163
7.4	Market expansion strategies	176
7.5	The global product/market portfolio	179
7.6	Summary	182
Case study
7.1	Philips Lighting: Screening markets in the Middle East	183
Questions for discussion	184
References	185
Part II Case studies
II.1	Red Bull: The global market leader in energy drinks is considering 	further market expansion	186
II.2	Skagen Designs: Becoming an international player in designed watches	192
Part III
MARKET ENTRY STRATEGIES	197
Part III Video case study	
Tata: Which entry modes should be used for Tata Nano - the World's cheapest car	198
Introduction to Part III	200
Some approaches to the choice of entry mode	203
Learning objectives	203
8.1	Introduction	203
8.2	The transaction cost approach	204
8.3	Factors influencing the choice of entry mode	205
8.4	Summary	210
Case study
8.1	Ansell condoms: Is acquisition the right way for gaining market shares 	in the European condom market?	211
Questions for discussion	213
References	214
Export, intermediate and hierarchical entry modes	215
Learning objectives	215
9.1	Introduction	215
9.2	Export modes	216
9.3	Intermediate modes	228
9.4	Hierarchical modes	242
9.5	Summary	253
Case study
9.1	Lysholm Linie Aquavit: International marketing of a Norwegian 	Aquavit brand	257
Questions for discussion	258
References	259
International buyer-seller relationships	261
Learning objectives	261
10.1	Introduction	261
10.2	Reasons for international sourcing	262
10.3	A typology of subcontracting	265
10.4	Buyer-seller interaction	266
10.5	Development of a relationship	269
10.6	Reverse marketing: from seller to buyer initiative	272
10.7	Internationalization of subcontractors	272
10.8	Project export (turnkey contracts)	274
10.9	Summary	276
Case study
10.1	YouTube: Can YouTube get too many international marketing partners?	277
Questions for discussion	280
References	280
Part III Case studies	
III.1	IKEA: Expanding through franchising to the South American market?	282
III.2	Autoliv Air Bags: Transforming Autoliv into a global company	288
Part IV
DESIGNING THE GLOBAL MARKETING PROGRAMME	293
Part IV Video case study	
Electrolux: Try to establish a global brand identity	294
Introduction to Part IV	295
Product and pricing decisions	301
Learning objectives	301
11.1	Introduction	302
11.2	The dimensions of the international product offer	302
11.3	Developing international service strategies	303
11.4	The product communications mix	307
11.5	Product positioning	310
11.6	Brand equity	312
11.7	Branding decisions	314
11.8	Implications of the Internet for collaboration with customers on product decisions	322
11.9	Green marketing strategies	327
11.10	Factors influencing international pricing decisions	329
11.11	International pricing strategies	334
11.12	Implications of the Internet for pricing across borders	347
11.13	Summary	348
Case study
11.1	Zippo Manufacturing Company: Has product diversification beyond the lighter gone too far?	349
Questions for discussion	350
References	351
Distribution and communication decisions	353
Learning objectives	353
12.1	Introduction	354
12.2	External determinants of channel decisions	355
12.3	The structure of the channel	357
12.4	Managing and controlling distribution channels	360
12.5	Implications of the Internet for distribution decisions	365
12.6	The communication process	367
12.7	Communication tools	370
12.8	International advertising strategies in practice	383
12.9	Implications of the Internet for communication decisions	387
12.10	Summary	392
Case study
12.1	De Beers: Forward integration into the diamond industry value chain	393
Questions for discussion	395
References	396
Part IV Case studies	
IV.1	Guinness: How can the iconic Irish beer brand compensate for declining sales in the home market?	397
IV.2	Dyson Vacuum Cleaner: Shifting from domestic to international marketing with the famous bagless vacuum cleaner	404
Part V
IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME	411
Part V Video case study	
Royal Enfield: Trying to establish an international brand entity	412
Introduction to Part V	413
Cross-cultural sales negotiations	414
Learning objectives	414
13.1	Introduction	414
13.2	Cross-cultural negotiations	416
13.3	Intercultural preparation	425
13.4	Coping with expatriates	426
13.5	Knowledge management and learning across borders	428
13.6	Transnational bribery in cross-cultural negotiations	432
13.7	Summary	434
Case study
13.1	Mecca Cola: Marketing of a 'Muslim' cola to the European market	434
Questions for discussion	436
References	437
Organization and control of the global marketing programme	438
Learning objectives	438
14.1	Introduction	438
14.2	Organization of global marketing activities	439
14.3	The global management account (GAM) organization	444
14.4	Controlling the global marketing programme	455
14.5	The global marketing budget	462
14.6	The process of developing the global marketing plan	465
14.7	Summary	465
Case study
14.1	iPhone: Apple's entry into the global mobile phone business	466
Questions for discussion	469
References	470
Part V Case studies	
V.1	Sony BMG: New worldwide organizational structure and the marketing, planning and budgeting of Dido's new album	471
V.2	Philips Shavers: Maintaining shaving leadership in the world market	475
Index	482

Library of Congress Subject Headings for this publication:

Export marketing.
Export marketing -- Case studies.