International Marketing in Practice - A Case Study Collection

International Marketing in Practice features select case studies relating to businesses from various markets and countries facing the challenges and decisions involved when undertaking international marketing.

List of contents

Part I: Choosing to Enter Foreign Markets 1. Airbnb in China: A Lesson in Deciding an International Market's Attractiveness 2. Laboratoire Astelia: Which Emerging Market(s) Should be the Priority for Their Internationalization Efforts? 3. Hawkers: Which Latin American Market for the Development of the Born-Global Start-Up? Part II: Choosing an Appropriate Entry Mode 4. Aux Merveilleux de Fred: Spreading French Patisserie Know-How Abroad 5. Click&Boat: The Airbnb of the Sea 6. Cabaïa: Expanding Through Owned Stores to Conquer Germany? Part III: Choosing to Adapt the Marketing Mix 7. Can Pret A Manger Balance British and Indian Palates? A Case Study of Market Adaptation 8. A Tale of How Standardization Strategy Is Not Panacea: Uniqlo's Journey in the US 9. Can a Creative, Arty, and "Made in France" Advertising Campaign Help Sell Le Chocolat des Français Worldwide? Part IV: Leveraging the Country-of-Origin Effect 10. Made in Bordeaux: Region-of-Origin (ROO) and Country-of-Origin (COO) Strategies Applied to the Wine Industry. The Case of Château des Fougères - Clos Montesquieu 11. Using Country-of-Origin (COO) as an Internationalization Branding Strategy: L'Occitane au Brésil's Story

About the author

Véronique Boulocher-Passet, PhD is a Visting Lecturer at the School of Business and Law, University of Brighton, UK.

Product details

• Authors: Veronique Boulocher-Passet
• Assisted by: Véronique Boulocher-Passet (Editor)
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Hardback
• Released: 26.06.2025
• EAN: 9781032712987
• ISBN: 978-1-0-3271298-7
• No. of pages: 130
• Series: International Cases in Business and Management
• Subjects: Social sciences, law, business > Business > Miscellaneous; BUSINESS & ECONOMICS / International / General, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / International / Marketing, International business, Sales & marketing, Sales and marketing