国际市场营销学(英文版.原书第7版)/(丹)斯文德.霍伦森

前言第Ⅰ部分  决定是否国际化第I部分视频案例分析  优步（Uber） 4第1章  企业中的全球市场营销 5学习目标 51.1  全球化概论 61.2  开发国际营销计划的流程 61.3  中小型企业和大型企业间国际营销和管理风格的比较 7营销洞见1-1  乐高公司的“战略漂移” 14营销洞见1-2  任天堂游戏机的规模经济 16营销洞见1-3  福特的全球市场计划 181.4  是否所有企业都应该走国际化的道路 191.5  “国际营销”概念的发展 20营销洞见1-4  海丽汉森正在通过地理定位技术实现本土化 23营销洞见1-5  宝莹黑色专用+宝莹长袍专用=全球本土化（同样的产品加之不同的包装和市场沟通） 231.6  全球一体化及市场响应的驱动力 24营销洞见1-6  麦当劳正朝着更高的市场响  应程度迈进 271.7  将价值链作为识别国际竞争优势的基本框架 281.8  价值商店和“服务价值链” 341.9  国际体验式营销 38营销洞见1-7  凯斯建筑设备开始体验式营销 41营销洞见1-8  宜家家居对增强现实技术（AR）的使用 421.10  信息产业和虚拟价值链 431.11  总结 44案例研究案例研究1-1  绿色玩具公司：环保玩具制造商正在走向国际化 45案例研究1-2  猎人靴公司：标志性的英国品牌正在进入专属时尚 50视频案例研究1-3  妮维雅（Nivea） 52问题讨论 53参考文献 53第2章  国际化的起源 55学习目标 552.1  简介 562.2  国际化的动机 56营销洞见2-1  野格利口酒：一个家族企业因“管理需求”让有名的草本利口酒走向世界 58营销洞见2-2  日本公司的全球化营销和规模经济 61营销洞见2-3  海尔的国际化：主动动机和被动动机 642.3  启动出口的触发因素（促变因素） 652.4  国际化的障碍/风险 69营销洞见2-4  英国电信的去国际化 732.5  总结 75案例研究案例研究2-1  生命吸管：韦斯特加德公司将污水变成干净的饮用水 75案例研究2-2  埃尔维斯·普雷斯利公司：“偶像崇拜”的国际化 78视频案例研究2-3  汤姆斯（TOMS）鞋 79问题讨论 80参考文献 80第3章  国际化理论 82学习目标 823.1  简介 833.2  乌普萨拉国际化模型 853.3  交易成本分析模型 893.4  网络模型 923.5  天生国际化 94营销洞见3-1  韩国流行音乐：已经在世界各地取得成功的“天生全球化”现象 953.6  总结 99案例研究案例研究3-1  尊巴舞：一个正在走向全球的舞蹈现象 100案例研究3-2  梦工厂的经典：《邮差帕特》的国际化 103视频案例研究3-3  锐步 104问题讨论 104参考文献 104第4章  开发企业国际竞争力 107学习目标 1074.1  引言 1084.2  国家竞争力分析（波特钻石模型） 1084.3  行业竞争分析（波特五力模型） 1134.4  价值链分析 118营销洞见4-1  喜利得正在出售使用体验，而非产品 1204.5  可持续的全球价值链 1314.6  企业社会责任（CSR） 131营销洞见4-2  金吉达（CHIQUITA）：将CSR融入资源库 1334.7  价值网 135营销洞见4-3  价值网：在每个航空公司联盟内竞争者间的合作与竞争 1364.8  蓝海战略和价值创新 137营销洞见4-4  一级方程式酒店：实践中的价值创新 1394.9  总结 141案例研究案例研究4-1  任天堂Wii在世界市场居首位，但不会维持太久了 142案例研究4-2  大疆科技有限公司：一个成立于中国的“天生国际化”企业，主宰全球无人机市场 148视频案例研究4-3  耐克（Nike） 152问题讨论 152参考文献 152第Ⅱ部分  决定进入哪些市场第Ⅱ部分视频案例分析  本田飞机（HondaJets）：本田进入小型商务飞机市场 159第5章  国际营销调研 161学习目标 1615.1  简介 1625.2  国际营销调研人员的角色变化 1625.3  国际营销调研与决策过程的关联 1635.4  二手数据调研 1655.5  原始数据调研 1695.6  其他市场调研类型 1805.7  基于Web 2.0的市场调研 184营销洞见5-1  亚马逊：通过市场研究及分析维持竞争优势 1855.8  设立国际营销信息系统 1865.9  总结 187案例研究案例研究5-1  德国蒂派克特种机械公司：对客户满意度的全球调研 188案例研究5-2  乐高好朋友系列：世界上优选的玩具制造商之一进入了女孩市场 189视频案例研究5-3  宝马i3：电动汽车 192问题讨论 192参考文献 193第6章  政治和经济环境 194学习目标 1946.1  简介 1956.2  政治/法律环境 1956.3  经济环境 2046.4  欧洲经济、货币联盟和欧元 210营销洞见6-1  欧盟反垄断监管机构控诉谷歌的竞争行为 2106.5  “金砖国家”：世界新的增长市场 213营销洞见6-2  小凉（Chotukool）冰箱：印度格德雷吉公司正在为金字塔底层市场制造破坏性创新（低价冰箱） 2146.6  作为市场机遇的“金字塔底层” 215营销洞见6-3  沃达康（Vodacom）：在非洲延伸至BOP顾客和BOP企业家 217营销洞见6-4  维尔铁酷派（Voltic Cool Pac）：在加纳的水销售 2186.7  总结 219案例研究案例研究6-1  G-20和经济金融危机：全球化到底是什么 221案例研究6-2  丹佛斯动力系统公司：哪些政治/经济因素会影响液压元件制造商 222视频案例研究6-3  关于全球化的辩论 223问题讨论 224参考文献 224第7章  社会文化环境 225学习目标 2257.1  简介 2267.2  文化的层次 227营销洞见7-1  伊莱克斯为日本市场调整吸尘器 2297.3  高语境和低语境文化 2297.4  文化的因素 231营销洞见7-2  在中国，雪铁龙C4品牌被更名为雪铁龙C-Quatre（世嘉） 231营销洞见7-3  沙特阿拉伯的感官和触摸文化vs.欧洲广告 2347.5  霍夫施泰德模型（“4 + 1”维度模型）vs. GLOBE模型 238营销洞见7-4  拍立得在穆斯林市场的成功 238营销洞见7-5  宝矿力水特：一种日本软  饮料在亚洲扩张销售 2407.6  管理文化差距 2417.7  世界文化的趋同或分化 2427.8  文化维度对道德决策的影响 243营销洞见7-6  对美的追求打开了亚洲美白产品的市场 2457.9  总结 246案例研究案例研究7-1  太阳马戏团：革命性的马戏艺术正在扩大其全球范围 247案例研究7-2  宜家《家居指南》：有无文化差异 249视频案例研究7-3  艾尔健（Allergan）：肉毒杆菌和乳房植入物的制造商 251问题讨论 251参考文献 252第8章  国际市场选择过程 253学习目标 2538.1  简介 2548.2  国际市场选择：中小型企业vs.大型企业 2548.3  为国际市场选择构建模型 255营销洞见8-1  博世安全系统：中东地区火警探测系统的国际市场选择 2698.4  市场扩张策略 273营销洞见8-2  “新的”的瀑布方法 273营销洞见8-3  一个“向上渗透”策略的例子 275营销洞见8-4  巴贾杰正在挑选被全球领导者所忽视的新国际市场 2798.5  全球产品/市场组合 2798.6  总结 280案例研究案例研究8-1  塔塔Nano汽车：世界上大力度优惠汽车的国际市场选择 282案例研究8-2  飞利浦照明：在中东筛选市场 287视频案例研究8-3  奥利奥（亿滋国际） 290问题讨论 290参考文献 291第Ⅲ部分  市场进入战略第Ⅲ部分视频案例分析  米勒（Müller）酸奶进入美国市场 297第9章  进入模式的选择方法 299学习目标 2999.1  简介 3009.2  交易成本方法 3009.3  影响进入模式选择的因素 302营销洞见9-1  Zara根据距离新市场的心理距离，正在改变其优先的进入模式选择 3069.4  总结 306案例研究案例研究9-1  亚尔斯堡：挪威奶酪之王正定夺新的市场进入模式 308案例研究9-2  安思尔避孕套：收购是获得欧洲市场份额的正确方式吗 310视频案例研究9-3  理解进入中国市场的进入模式 314问题讨论 314参考文献 314第10章  出口模式 315学习目标 31510.1  简介 31610.2  间接出口模式 31810.3  直接出口模式 322营销洞见10-1  在选择新的经销商时，弗里特伍德的罗夫特豪斯的决策标准 32410.4  合作出口模式/出口营销集团 32910.5  总结 330案例研究案例研究10-1  利肖姆利尼阿夸维特酒：挪威阿夸维特酒品牌的国际营销 331案例研究10-2  佩尔勒产品：一家正在新的出口市场寻求代理商和合作伙伴的印度饼干生产商 333视频案例研究10-3  诚实茶（Honest Tea） 335问题讨论 335参考文献 336第11章  中间商进入模式 337学习目标 33711.1  简介 33811.2  合同制造 33811.3  许可经营 33911.4  特许经营 342营销洞见11-1  熊宝宝工作坊在德国–奥地利–瑞士使用间接特许经营模式 34411.5  合资企业或战略联盟 348营销洞见11-2  健怡苏格兰水与百事瓶装集团（PBG在俄罗斯的分销联盟（Y联盟） 350营销洞见11-3  塞呋盾：中国安全套生产商需要合作伙伴来进入欧洲市场 35811.6  其他中间商进入模式 35911.7  总结 362案例研究案例研究11-1  Hello Kitty：卡通猫能在世界各地的热议中存活吗 362案例研究11-2  Kabooki：乐高品牌的授权 365视频案例研究11-3  万豪酒店（Marriott） 367问题讨论 368参考文献 368第12章  层次模式 370学习目标 37012.1  简介 37112.2  国内销售代表或电子商务渠道 37212.3  驻地销售代表/国外分销处/国外销售子公司 37212.4  销售和生产子公司 37412.5  子公司发展及一体化战略 37512.6  区域中心（区域总部） 37712.7  跨国组织 37812.8  建立全资子公司—收购或绿地投资 37912.9  总部的选址/迁址 38012.10  国外撤资：退出国外市场 381营销洞见12-1  特易购9年后于2012年从日本市场退出 381营销洞见12-2  沃尔玛从德国市场退出 38312.11  总结 385案例研究案例研究12-1  拉夫·劳伦：Polo向东南亚内部分销 386案例研究12-2  杜蕾斯安全套：SSL集团将通过自己的组织在日本市场出售杜蕾斯安全套 388视频案例研究12-3  星巴克（Starbucks） 389问题讨论 390参考文献 390第13章  国际外包决策和次级供应商的角色 391学习目标 39113.1  简介 39213.2  国际外包的原因 39313.3  分包的类型 39513.4  买卖双方的互动 39613.5  买卖双方关系的发展 39913.6  反向营销：从卖方主动到买方主动 40213.7  分包商的国际化 403营销洞见13-1  日本网络外包的案例：马自达座椅外包案例 40513.8  项目出口（总承包合同） 40613.9  总结 407案例研究案例研究13-1  ARM：在世界计算机芯片市场上挑战英特尔 408案例研究13-2  博世Indego：如何在一个新的全球产品市场（机器人割草机）中建立B2B和B2C关系 412视频案例研究13-3  通力（Kone）电梯和扶梯 415问题讨论 416参考文献 416第Ⅳ部分  设计国际营销计划第IV部分视频案例分析  亚维咏龙舌兰酒（Avión Tequila） 426第14章  产品决策 427学习目标 42714.1  简介 42814.2  国际化产品供应物的维度 42814.3  开发国际化服务战略 428营销洞见14-1  Salesforce.com“云”顾客关系管理解决方案的提供者 43414.4  产品生命周期 434营销洞见14-2  iOS（苹果）/ Android（谷歌）智能手机业务的全球大赛 438营销洞见14-3  Threadless T恤的众包商业模式 44114.5  为国际市场开发新产品 443营销洞见14-4  产品发明：印度的太阳能便携式充电系统 44914.6  产品定位 449营销洞见14-5  中国钢琴制造商正在经历“原产国”效应 450营销洞见14-6  杜莎夫人蜡像馆：一个在全球范围内让人们与名人更靠近的品牌 45114.7  品牌资产 45214.8  品牌化决策 453营销洞见14-7  联合利华的织物柔顺剂：一个本土品牌在多个市场中的案例 454营销洞见14-8  处于在阿尔迪折扣超市自有品牌下进行生产的压力中的家乐氏 458营销洞见14-9  壳牌与法拉利和乐高的联合品牌 459营销洞见14-10  Roundup：一个多市场的全球品牌 460营销洞见14-11  美极：通过并购成为多市场的本地品牌 46214.9  感官品牌化 462营销洞见14-12  星巴克不断扩大的产品线战略导致其“气味营销策略”出现问题 46514.10  互联网在面向产品决策的顾客合作中的应用 46614.11  3D打印：一种新型的用于定制化服务的工业解决方案 46914.12  全球移动App营销 470营销洞见14-13  欧莱雅正在用手机App化妆天才来扩大客户的购买体验 47214.13  “长尾”策略 47314.14  品牌仿冒和防伪策略 47514.15  总结 476案例研究案例研究14-1  Danish Klassic：在沙特阿拉伯推出奶油乳酪 476案例研究14-2  芝宝制造公司：打火机之外，产品多样化是否走得太远 480视频案例研究14-3  博柏利（Burberry）品牌 481问题讨论 482参考文献 483第15章  定价决策和商业条款 486学习目标 48615.1  简介 48715.2  国际定价战略与国内定价战略的比较 48715.3  影响国际定价决策的因素 48715.4  国际定价策略 491营销洞见15-1  德国汽车制造商在中国使用“撇脂”价格策略 492营销洞见15-2  “市场定价”（“大众卖点”）策略的使用：在耐克旗下，匡威品牌正在卷土重来 494营销洞见15-3  大众集团的产品组合定价策略 498营销洞见15-4  吉列的溢价定价策略 499营销洞见15-5  柯达的打印机和墨盒分开遵循了反向的“买入/跟进”战略 50015.5  互联网对跨境定价的影响 50915.6  销售和交货条款 51115.7  支付条款 51315.8  出口融资 51615.9  总结 518案例研究案例研究15-1  哈雷–戴维森：品牌形象能否说明定价水平 519案例研究15-2  吉列公司：有可能对剃须刀刀片实行标准化定价吗 520视频案例研究15-3  凡士林（Vaseline）定价策略 521问题讨论 522参考文献 523第16章  分销决策 525学习目标 52516.1  引言 52616.2  渠道决策的外部决定因素 52716.3  渠道结构 529营销洞见16-1  博柏利：这个标志性英国奢侈品牌瞄准全球25个较富裕的城市 53216.4  多渠道策略 533营销洞见16-2  戴尔对多渠道分销战略的使用 53516.5  管理和控制分销渠道 53716.6  互联网在分销决策中的应用 54116.7  在线零售 54316.8  智能手机营销 54416.9  国际零售中的渠道权力 546营销洞见16-3  “香蕉分割”模式 54616.10  灰色营销（平行进口） 55016.11  总结 551案例研究案例研究16-1  戴比尔斯：前向整合钻石业价值链 552案例研究16-2  特百惠：全球直销模式仍在继续 555视频案例研究16-3  敦豪航空货运公司（DHL） 558问题讨论 558参考文献 559第17章  沟通决策（促销策略） 560学习目标 56017.1  简介 56117.2  沟通过程 561营销洞见17-1  富世华的消费者轮盘 56417.3  沟通工具 565营销洞见17-2  乐高旋风忍者的360度营销沟通 570营销洞见17-3  利口乐的草药喉糖在其国际化营销中正在使用名人代言 574营销洞见17-4  埋伏式营销战略：荷兰巴伐利亚啤酒与安海斯–布希公  司的百威啤酒在国际足联2010年世界杯上的竞争 57617.4  国际广告策略的实践 582营销洞见17-5  Jarlsberg奶酪：跨国沟通 58717.5  互联网对沟通决策的影响 58817.6  社交媒体营销 589营销洞见17-6  宝马1系运动轿车在进入沟通阶段之前所引发的关注 59617.7  病毒式营销活动的发展 59717.8  总结 598案例研究案例研究17-1  海丽·汉森：在美国市场赞助时尚服装 599案例研究17-2  摩根汽车公司：英国复古跑车品牌100年后还能成功吗 601视频案例研究17-3  宝马摩托车 604问题讨论 605参考文献 605第Ⅴ部分  实施和协调国际营销计划第Ⅴ部分视频案例  史戴拉 "多特（Stella ＆ Dot） 610第18章  跨文化销售谈判 611学习目标 61118.1  介绍 612营销洞见18-1  谷歌在中国赠送时钟作为礼物 61218.2  跨文化谈判 613营销洞见18-2  欧洲迪士尼成为巴黎迪士尼：迪士尼学习适应欧洲文化 62218.3  跨文化准备 62318.4  应对外派人员 62518.5  知识管理和跨国界学习 62718.6  跨文化谈判中的跨国贿赂 63018.7  总结 631案例研究案例研究18-1  渗渗泉可乐：“穆斯林”可乐从伊朗到欧洲市场的营销 632案例研究18-2  TOTO：日本的坐便器制造商在美国为其高科技品牌寻找出口机会 634视频案例研究18-3  唐恩都乐（Dunkin扗onuts） 636问题讨论 636参考文献 637第19章  国际营销计划的组织与控制 639学习目标 63919.1  介绍 64019.2  国际营销活动的组织 64019.3  全球客户管理组织 645营销洞见19-1  丹佛斯动力解决方案的GAM 655营销洞见19-2  丹麦安科：适用于模型3 65619.4  控制国际营销计划 65719.5  国际营销预算 66319.6  开发国际营销计划的过程 66719.7  小结 668案例研究案例研究19-1  玛氏公司：合并欧洲食品、宠物护理和糖果事业部 668案例研究19-2  汉高应该转型为以客户为中心的组织吗 669视频案例研究19-3  麦当劳（McDonald抯） 671问题讨论 671参考文献 672案例分析第I部分案例分析案例分析I.1  Zara：西班牙零售商走向世界时尚潮流的很好 1案例分析I.2  曼联：仍在努力创建全球性品牌 7案例分析I.3  阿迪达斯：全球运动服装市场的第二名正在挑战第一名耐克 11案例分析I.4  全球谷物联盟（CPW）：排名世界第二的公司正在挑战排名第一的家乐氏 18第Ⅱ部分案例分析案例分析II.1  SodaStream：在竞争日益激烈的全球环境中管理盈利增长 26案例分析II.2  FHC：女用避孕套在世界避孕产品市场的立足点 32案例分析II.3  Zalando：线上服装零售商如何将财务亏损转化为利润 35案例分析II.4  法拉利：很好跑车品牌的国际市场选择 43第Ⅲ部分案例分析案例分析III.1  罗利自行车：标志性的自行车品牌在世界市场上还有机会吗 49案例分析III.2  Netflix：美国互联网订阅服务公司正主宰电视和电影流媒体世界 54案例分析III.3  奥托立夫安全气囊：将奥托立夫转变成全球性公司 61案例分析III.4  IMAX：电影行业的全球化 66第IV部分  案例分析案例分析IV.1  绝对伏特加：在全球伏特加市场中保卫和争夺更好的地位 71案例分析IV.2  Guinness）：爱尔兰标志性啤酒品牌应该如何弥补国内市场的销售下滑 79案例分析IV.3  戴森吸尘器：标志性的真空吸尘器制造商推出机器人吸尘器 87案例分析IV.4  凯旋摩托车：从国际摩托车行业的灰烬中崛起的新星 97第Ⅴ部分案例分析案例分析V.1  索尼音乐娱乐公司：新的全球组织结构以及Pink新专辑的营销、策划及预算 102案例分析V.2  红牛：全球能量饮料市场的领跑者正考虑进一步扩张市场 109案例分析V.3  利乐包装：如何在全球范围内与食品行业建立B2B关系 119案例分析V.4  宝丽来眼镜：在全球太阳镜行业中的标志性品牌可以实现东山再起吗 125ContentsPart i tHe decision WHetHer to internationaLize 3Part i Video case study: Uber 41 Global marketing in the firm 5Learning objectives 51.1 introduction to globalization 61.2 the process of developing the global marketing plan 61.3 comparison of the global marketing and management style of smes and Lses 7exhibit 1.1 LeGo’s strategic drift 14exhibit 1.2 economies of scale with nintendo Game Boy 16exhibit 1.3 Ford Focus Global marketing Plan 181.4 should the company internationalize at all? 191.5 development of the ‘global marketing’ concept 20exhibit 1.4 Helly Hansen is using ‘localization’ through geo-targetingtechnology 23exhibit 1.5 Persil Black & Persil abaya = glocalization (same product, butdifferent packaging and market communication) 231.6 Forces for global integration and market responsiveness 24exhibit 1.6 mcdonald’s is moving towards a higher degree of marketresponsiveness 271.7 the value chain as a framework for identifying international competitive advantage 281.8 Value shop and the ‘service value chain’ 341.9 Global experimental marketing 38exhibit 1.7 case construction equipment is using experiential marketing 41exhibit 1.8 iKea’s use of ar 421.10 information business and the virtual value chain 431.11 summary 44Case studiesGreen toys, inc.: a manufacturer of eco-friendly toys is going international 45Hunter Boot Ltd: the iconic British brand is moving into exclusive fashion 501.3 Video case study: nivea 52Questions for discussion 53References 532 initiation of internationalization 55Learning objectives 552.1 introduction 562.2 internationalization motives 56exhibit 2.1 Jgermeister: the famous herbal liqueur is going globalas a result of ‘managerial urge’ in the family-owned company 58exhibit 2.2 Global marketing and economies of scale in Japanese firms 61exhibit 2.3 internationalization of Haier – proactive and reactive motives 642.3 triggers of export initiation (change agents) 652.4 internationalization barriers/risks 69exhibit 2.4 de-internationalization at British telecommunications (Bt) 732.5 summary 75Case studies2.1 Lifestraw: Vestergaard-Frandsen transforms dirty water into clean drinking water 752.2 elvis Presley enterprises inc. (ePe): internationalization of a cult icon 782.3 Video case study: toms shoes 79Questions for discussion 80References 803 internationalization theories 82Learning objectives 823.1 introduction 833.2 the uppsala internationalization model 853.3 the transaction cost analysis (tca) model 893.4 the network model 923.5 Born globals 94exhibit 3.1 K-pop – a ‘born global’ phenomenon has worldwide success 953.6 summary 99Case studies3.1 zumba: a dance phenomenon is going global 1003.2 dreamworks classics: internationalization of Postman Pat 1033.3 Video case study: reebok 104Questions for discussion 104References 1044 development of the firm’s international competitiveness 107Learning objectives 1074.1 introduction 1084.2 analysis of national competitiveness (the Porter diamond) 1084.3 competition analysis in an industry 1134.4 Value chain analysis 118exhibit 4.1 Hilti is selling the ‘use’ – not the product 1204.5 the sustainable global value chain 1314.6 corporate social responsibility (csr) 131exhibit 4.2 chiquita – integrating csr in the resource base 1334.7 the value net 135exhibit 4.3 Value net – cooperation/competition between competitorswithin each airline alliance. the three alliances are competingagainst each other 1364.8 Blue ocean strategy and value innovation 137exhibit 4.4 Hotel Formule 1 – value innovation in action 1394.9 summary 141Case studies4.1 nintendo Wii: nintendo’s Wii took first place on the world market –but it didn’t last 1424.2 D JI Technology Co. Ltd: a Chinese ‘born global’ is dominating the world market fordrones with its Phantom 1484.3 Video case study: Nike 152Questions for discussion 152References 152 Part II Deciding Which Markets To Enter 157Part II Video case study: HondaJets – Honda enters the small-sizedbusiness jet market 1595 Global marketing research 161Learning objectives 1615.1 Introduction 1625.2 T he changing role of the international researcher 1625.3 Linking global marketing research to the decision-making process 1635.4 S econdary research 1655.5 Primary research 1695.6 O ther types of marketing research 1805.7 M arketing research based on Web 2.0 184Exhibit 5.1 A mazon.com – sustaining a competitive advantage throughmarket research and analytics 1855.8 S etting up an international marketing information system (MIS) 1865.9 Summary 187Case studies5.1 T eepack Spezialmaschinen GmbH: organizing a global survey of customer satisfaction 1885.2 LEGO Friends: one of the world’s largest toy manufacturers moves into the girls’ domain 1895.3 Video case study: BMW i3 – the electric car 192Questions for discussion 192References 1936 T he political and economic environment 194Learning objectives 1946.1 Introduction 1956.2 T he political/legal environment 1956.3 T he economic environment 2046.4 the european economic and monetary union and the euro 210Exhibit 6.1 EU ’s antitrust regulator complains about competition practices of Google 2106.5 BRIC – the show growth is hitting the emerging countries 213Exhibit 6.2 chotuKool – indian Godrej is creating a disruptive innovation (a low-cost refrigerator) for the BoP market 2146.2 the political/legal environment a market opportunity 215Exhibit 6.3 Vodacom – reaching both BOP (bottom of pyramid)customers and BOP entrepreneurs in Africa 217Exhibit 6.4 Voltic Cool Pac – distribution of water in Ghana 2186.7 SummaryCase studies6.1 G-20 and the economic and financial crises: what on earth is globalization about? Protests during a meeting in Brisbone, Australia, November 2014 2216.2 danfoss Power solutions: which political/economic factors would affect a manufacturer of hydraulic components? 2226.3 Video case study: debate on globalization 223Questions for discussion 224References 2247 the sociocultural environment 225Learning objectives 2257.1 introduction 2267.2 Layers of culture 227exhibit 7.1 electrolux is adapting its vacuum cleaner for the Japanese market 2297.3 High- and low-context cultures 2297.4 elements of culture 231exhibit 7.2 in china the citron c4 brand name was changed to citron c-Quatre 231exhibit 7.3 sensuality and touch culture in saudi arabian versus european advertising 2347.5 Hofstede’s model, (the ‘4 + 1’ dimensions model) versus the GLoBe model 238exhibit 7.4 Polaroid’s success in islami c markets 238exhibit 7.5 Pocari sweat – a Japanese soft drink expands sales in asia 2407.6 managing cultural differences 2417.7 convergence or divergence of the world’s cultures 2427.8 the effects of cultural dimensions on ethical decision-making 243exhibit 7.6 the quest for beauty opens a huge market for whitening products in asia 2457.9 summary 246Case studies7.1 cirque du soleil inc.: the show that revolutionized the circus arts is expanding its global scope 2477.2 the iKea catalogue: are there any cultural differences? 2497.3 Video case study: allergan – the maker of Botox and breast implants 251Questions for discussion 251References 2528 the international market selection process 253Learning objectives 2538.1 introduction 2548.2 international market selection: smes versus Lses 2548.3 Building a model for international market selection 255exhibit 8.1 Bosch security systems: ims in the middle east for firedetection systems 2698.4 market expansion strategies 273exhibit 8.2 sunquick’s waterfall approach 273exhibit 8.3 an example of the ‘trickle-up’ strategy 275exhibit 8.4 Bajaj is selecting new international markets ignored by global leaders 2798.5 the global product/market portfolio 2798.6 summary 280Case studies8.1 tata nano: international market selection with the world’s cheapest car 2828.2 Philips Lighting: screening markets in the middle east 2878.3 Video case study: oreo (mondelez) 290Questions for discussion 290References 291Part iii marKet entrY strateGies 293Part iii Video case study: Müller Yogurts – entering the US market 2979 some approaches to the choice of entry mode 299Learning objectives 2999.1 introduction 3009.2 the transaction cost approach 3009.3 Factors influencing the choice of entry mode 302exhibit 9.1 zara is modifying its preferred choice of entry mode, dependingon the psychic distance to new markets 3069.4 summary 308Case studies9.1 Jarlsberg: the king of norwegian cheeses is deciding on entry modesinto new markets 3089.2 ansell condoms: is acquisition the right way to gain market sharesin the european condom market? 3109.3 Video case study: understanding entry modes into the chinese market 314Questions for discussion 314References 31410 export modes 315Learning objectives 31510.1 introduction 31610.2 indirect export modes 31810.3 direct export modes 322exhibit 10.1 Lofthouse of Fleetwood’s (Fisherman’s Friend) decisioncriteria when selecting new distributors 32410.4 cooperative export modes/export marketing groups 32910.5 summary 330Case studies10.1 Lysholm Linie aquavit: international marketing of the norwegian aquavit brand 33110.2 Parle Products: an indian biscuit manufacturer is seeking agents and cooperation partners in new export markets 33310.3 Video case study: Honest tea 335Questions for discussion 335References 33611 intermediate entry modes 337Learning objectives 33711.1 introduction 33811.2 contract manufacturing 33811.3 Licensing 33911.4 Franchising 342exhibit 11.1 Build-a-Bear workshop’s use of the indirect franchisingmodel in Germany – austria - switzerland 34411.5 Joint ventures/strategic alliances 348exhibit 11.2 irn-Bru’s distributor alliance (Y coalition) with Pepsi BottlingGroup (PPG) in russia 350exhibit 11.3 safedom: a chinese condom manufacturer needs a partnerwith which to enter the european market 35811.6 other intermediate entry modes 35911.7 summary 362Case studies11.1 Hello Kitty: can the cartoon cat survive the buzz across the world? 36211.2 Kabooki: licensing in the LeGo brand 36511.3 Video case study: marriott 367Questions for discussion 368References 36812 Hierarchical modes 370Learning objectives 37012.1 introduction 37112.2 domestic-based sales representatives 37212.3 resident sales representatives/foreign sales branch/foreign sales subsidiary 37212.4 sales and production subsidiary 37412.5 subsidiary growth and integration strategies 37512.6 region centres (regional HQ) 37712.7 transnational organization 37812.8 establishing wholly owned subsidiaries – acquisition or greenfield 37912.9 Location/relocation of HQ 38012.10 Foreign divestment: withdrawing from a foreign market 381exhibit 12.1 tesco’s withdrawal from Japan in 2012 after nine years 381exhibit 12.2 Walmart’s withdrawal from the German market 38312.11 summary 385Case studies12.1 Polo ralph Lauren: Polo moves distribution for south-east asia in-house 38612.2 durex condoms: ssL will sell durex condoms in the Japanese marketthrough its own organization 38812.3 Video case study: starbucks 389Questions for discussion 390References 39013 international sourcing decisions and the role of the subsupplier 391Learning objectives 39113.1 introduction 392A01_HOLL0111_07_SE_FM.indd 12 5/26/16 9:14 PMxiii13.2 reasons for international sourcing 39313.3 a typology of subcontracting 39513.4 Buyer–seller interaction 39613.5 development of a relationship 39913.6 reverse marketing: from seller to buyer initiative 40213.7 internationalization of subcontractors 403exhibit 13.1 an example of Japanese network sourcing: themazda seat-sourcing case 40513.8 Project export (turnkey contracts) 40613.9 summary 407Case studies13.1 arm: challenging intel in the world market of computer chips 40813.2 Bosch indego: how to build B2B and B2c relationships in a new globalproduct market – robotic lawnmowers 41213.3 Video case study: Kone elevators and escalators 415Questions for discussion 416References 416Part iV desiGninG tHe GLoBaL marKetinG ProGramme 419Part iV Video case study: tequila avión 42614 Product decisions 427Learning objectives 42714.1 introduction 42814.2 the dimensions of the international product offer 42814.3 developing international service strategies 428exhibit 14.1 salesforce.com as provider of crm ‘cloud’ services 43414.4 the product life cycle 434exhibit 14.2 the ios (apple)/android (Google) global contest in the smartphone business 438exhibit 14.3 threadless t-shirt crowdsourcing business 44114.5 new products for the international market 443exhibit 14.4 Product invention – solar-powered portable charging systems for india 44914.6 Product positioning 449exhibit 14.5 chinese piano manufacturers are experiencing the ‘country of origin’ (coo) effect 450exhibit 14.6 madame tussauds – a brand that brings people closer to celebrities on a global basis 45114.7 Brand equity 45214.8 Branding decisions 453exhibit 14.7 unilever’s snuggle fabric softener – an example of local brands in multiple markets 454exhibit 14.8 Kellogg under pressure to produce under aldi’s own label 458exhibit 14.9 shell’s co-branding with Ferrari and LeGo 459exhibit 14.10 roundup – a global brand for multiple markets 460exhibit 14.11 maggi – local brands for multiple markets through acquisitions 46214.9 sensory branding 462exhibit 14.12 starbucks’ expanding product line strategy is causing problems for its ‘scent marketing strategy’ 46514.10 implications of the internet for collaboration with customers on product decisions 46614.11 3-d printing – a possible new industrial revolution in customization 46914.12 Global mobile app marketing 470exhibit 14.13 L’oreal is extending the customers’ buying experience with the mobile app makeup Genius 47214.13 ‘Long tail’ strategies 47314.14 Brand piracy and anti-counterfeiting strategies 47514.15 summary 476Case studies14.1 danish Klassic: launch of a cream cheese in saudi arabia 47614.2 zippo manufacturing company: has product diversification beyond the lighter gone too far? 48014.3 Video case study: Burberry branding 481Questions for discussion 482References 48315 Pricing decisions and terms of doing business 486Learning objectives 48615.1 introduction 48715.2 international pricing strategies compared with domestic pricing strategies 48715.3 Factors influencing international pricing decisions 48715.4 international pricing strategies 491exhibit 15.1 German car manufacturers are using ‘skimming’ price strategy in china 492exhibit 15.2 a ‘market pricing’ (‘mass point’) strategy in use: the converse brand is making a comeback under nike ownership 494exhibit 15.3 Volkswagen Group’s product portfolio approach to pricing 498exhibit 15.4 the Gillette price premium strategy 499exhibit 15.5 Kodak is following the reverse ‘buy-in/follow-on’ strategy for its printer and cartridge division 50015.5 implications of the internet for pricing across borders 50915.6 terms of sale and delivery 51115.7 terms of payment 51315.8 export financing 51615.9 summary 518Case studies15.1 Harley-davidson: does the image justify the price level? 51915.2 Gillette co.: is price standardization possible for razor blades? 52015.3 Video case study: Vaseline pricing strategy 521Questions for discussion 522References 52316 distribution decisions 525Learning objectives 52516.1 introduction 52616.2 external determinants of channel decisions 52716.3 the structure of the channel 529exhibit 16.1 Burberry: the iconic British luxury brand targets 25 of the world’s wealthier cities 53216.4 multiple channel strategy 533exhibit 16.2 dell’s use of the multi-channel distribution strategy 53516.5 managing and controlling distribution channels 53716.6 implications of the internet for distribution decisions 54116.7 online retail sales 54316.8 smartphone marketing 54416.9 channel power in international retailing 546exhibit 16.3 the ‘banana split’ model 54616.10 Grey marketing (parallel importing) 55016.11 summary 551Case studies16.1 de Beers: forward integration into the diamond industry value chain 55216.2 tupperware: the global direct distribution model is still working 55516.3 Video case study: dHL 558Questions for discussion 558References 55917 communication decisions (promotion strategies) 560Learning objectives 56017.1 introduction 56117.2 the communication process 561exhibit 17.1 Husqvarna’s consumer wheel 56417.3 communication tools 565exhibit 17.2 LeGo ninjago’s 360 degree marketing communication 570exhibit 17.3 ricola is using celebrity endorsement in the international marketing of its herbal drops 574exhibit 17.4 ambush marketing strategy – dutch Bavania vs anheuser Busch’sBudweiser during the FiFa World cup 2010 57617.4 international advertising strategies in practice 582exhibit 17.5 Jarlsberg cheese – cross-border communication 58717.5 implications of the internet for communication decisions 58817.6 social media marketing 589exhibit 17.6 Generating buzz in the pre-communication stage for BmW1 series m coupé 59617.7 developing a viral marketing campaign 59717.8 summary 598Case studies17.1 Helly Hansen: sponsoring fashion clothes in the us market 59917.2 morgan motor company: can the British retro sports car brand still be successful after 100 years? 60117.3 Video case study: BmW motorcycles 604Questions for discussion 605References 605Part V imPLementinG and coordinatinG tHe GLoBaL marKetinG ProGramme 609Part V Video case study: Stella & Dot 61018 cross-cultural sales negotiations 611Learning objectives 61118.1 introduction 612exhibit 18.1 Google gives a clock as a gift in china 61218.2 cross-cultural negotiations 613exhibit 18.2 euro disney becomes disneyland resort Paris – disney learns to adapt to european cultures 62218.3 intercultural preparation 62318.4 coping with expatriates 62518.5 Knowledge management and learning across borders 62718.6 transnational bribery in cross-cultural negotiations 63018.7 summary 631Case studies18.1 zamzam cola: marketing of a ‘muslim’ cola from iran to the european market 63218.2 toto: the Japanese toilet manufacturer seeks export opportunities for its high-tech brands in the us 63418.3 Video case study: dunkin’ donuts 636Questions for discussion 636References 63719 organization and control of the global marketing programme 639Learning objectives 63919.1 introduction 64019.2 organization of global marketing activities 64019.3 the global account management organization 645exhibit 19.1 danfoss Power solutions’ Gam 655exhibit 19.2 aGramKoW – working to model 3 65619.4 controlling the global marketing programme 65719.5 the global marketing budget 66319.6 the process of developing the global marketing plan 66719.7 summary 668Case studies19.1 mars inc.: merger of the european food, pet care and confectionery divisions 66819.2 Henkel: should Henkel shift to a more customer-centric organization? 66919.3 Video case study: mcdonald’s 671Questions for discussion 671References 672CASE STUDYPart i Case studiesi.1 Z ara: the Spanish retailer goes to the top of world fashion 1i.2 manchester united: still trying to establish a global brand 7i.3 adidas: the no. 2 in the global sportswear market is challenging the no. 1, nike 13i.4 cereal Partners Worldwide (cPW): the no. 2 world player is challenging the no. 1, Kellogg 18Part ii Case studiesii.1 sodastream: managing profitable growth in an increasingly competitive global environment 26ii.2 the Female Health company (FHc): the female condom is seeking a foothold in the world market for contraceptive products 32ii.3 zalando: how can the online apparel retailer turn financial losses into positive profits? 35ii.4 Ferrari: international market selection (ims) for the exclusive sports car brand 43Part iii Case studiesiii.1 raleigh Bicycles: does the iconic bicycle brand still have a chance on the world market? 49iii.2 netflix inc.: the us internet subscription service company is dominating the television and movies streaming world 54iii.3 autoliv airbags: transforming autoliv into a global company 61iii.4 imaX corporation: globalization of the film business 64Part iv Case studiesiv.1 Absolut Vodka: defending and attacking for a better position in the global vodka market 71iv.2 Guinness: how can the iconic irish beer brand compensate for declining sales in the home market? 79iv.3 Dyson acuum Cleaner: the iconic vacuum cleaner manufacturer launches the robotic version 87iv.4 Triumph Motorcycles Ltd: rising from the ashes in the international motorcycle business 97Part v Case studiesv.1 Sony Music Entertainment: new worldwide organizational structure and the marketing, planning and budgeting of Pink’s new album 102v.2 Red Bull: the global market leader in energy drinks is considering further market expansion 109v.3 Tetra Pak: how to create B2B relationships with the food industry on a global level 119v.4 Polaroid Eyewear: can the iconic brand achieve a comeback in the global sunglasses industry? 125