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This rich collection of case studies highlights key marketing issues in an international context characterized by diversity of markets, competitors and consumers.
Some of the cases require students to synthesize broader strategic issues such as: entering the global market; coping with international competition; managing the globalization process; adapting to rapid change due to worldwide developments; and weighing global standardization against customization. Other cases bring students' analytical skills to bear on issues of a more tactical nature such as: international market and competition; the collection and use of data in market research; evaluating communication effectiveness; and multifactor portfolio analysis.
Together they offer a detailed insight into the practicalities of marketing across national borders and cultures.
List of contents
Introduction - Hanne Hartvig Larsen
Illy in Germany - Pamela Adams
Renewal of Distribution Agreements
Norsk Hydro Fertilizers in the United States - Bjarne Bakka
Entering a Highly Competitive Market
Case A: 1970-75
Case B: 1980-95
MediaMarkt - Christian Belz, Thomas Rudolph and Hermann Schindler
The Price-Active Market Entry into Switzerland
Mobile Telephone Network Operators - Per Andersson, Staffan Hult[ac]en and Bengt G M[um]olleryd
Adapting to Rapid Changes in the Market
WILO GmbH - Axel Faix, Susanne Schwamborn-Epple and Richard K[um]ohler
Dealing with a Subsidiary in Crisis
Collective de l¿Or - Bernard Dubois
Evaluating an Advertising Campaign
Honeywell in Saint-Petersburg - Jean-Jacques Lambin and Inge Vanfraechem
Establishing a Market Strategy
International Tourism Marketing - Josef A Mazanec
A Multifactor Portfolio Model
Guardian Properties - Celia Phillips
The Management of a Local and International Shopping Centre
Godiva Europe - Jean-Jacques Lambin
The Standardization versus Customization Dilemma
Saatchi & Saatchi Worldwide - Ron J H Meyer and Ad Th Pruyn
Does a `Global Marketing¿ Concept Make Sense?
About the author
Hanne Hartvig Larsen is Professor at the Copenhagen Business School in Denmark.
CONTRIBUTORS
Pamela Adams Universita Bocconi Milan
Per Andersson Stockholm School of Economics
Christian Belz Universitat St. Gallen
Axel Faix Universitat Koln
Bernard Dubois HEC Jouy-en-Josas
Staffan Hulten Stockholm School of Economics
Richard Kohler Universitat Koln
J J Lambin Universite Catholique de Louvain
Josef A Mazenac Vienna University of Economics and Business Administration
Ron Meyer Rotterdam School of Management
Bengt G Molleryd Stockholm School of Economics
Ad Pruyn Rotterdam School of Management
Erasmus University
Celia Phillips London School of Economics
Thomas Rudolph Universitat St Gallen
Herman Schindler Universitat St.Gallen
Susanne Schwamborn-Epple Kaufring AG Dusseldorf
I Vanfrechem Leti-Lovanium′s International School of Management St. Petersburg
Summary
This work highlights key marketing issues in contexts characterized by diversity of markets, competitors and consumers. Cases draw on students' ability to think about broader strategic issues such as global standardization versus customization.
