...Professor Roger Palmer, Head of the School of Management, Henley Business School, UK The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world. This book offers a truly global approach with cases and exhibits from all parts of the world, including Europe, the Middle East, Africa, the Far East, North and South America. It provides a complete and concentrated overview of the total international marketing planning process, along with many new, up-to-date exhibits and cases, which illustrate the theory by showing practical applications. • Extensive coverage of hot topics such as glocalization, born globals, value creation, value net, celebrity branding, brand piracy, and viral marketing, as well as a comprehensive new section on integrated marketing communication through social networking. • Brand new case studies focus on globally recognized brands and companies operating in a number of countries, including Build-A-Bear Workshop, Hello Kitty, Ralph Lauren and Sony Music Entertainment. • Global Marketing ‘Svend Hollensen writes with real authority and insight having been...
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...framework for identifying international competitive advantage 4 8. Value shop and the service value chain 5 9. Information business and the virtual value chain 5 CHAPTER 2: Initiation of internationalization 8 1. Introduction 8 2. Internationalization motives 8 3. Triggers of export initiation (change agents) 9 4. Internationalization barriers / risks 9 SESSION 2 11 CHAPTER 3: Internationalization theories 11 1. Introduction 11 2. The Uppsala internationalization model 11 3. The transaction cost analysis model 11 4. The network model 12 5. Internationalization of SMEs 12 6. Born globals 12 7. Internationalization of services 13 CHAPTER 4: Development of the firm’s international competitiveness 15 1. Analysis of national competitiveness (the porter diamond) 15 1.1. Factor conditions 15 1.2. Demand conditions 15 1.3. Related and supporting industries 15 1.4. Firm strategy, structure and rivalry 15 1.5. Government 15 1.6. Chance 15 2. Competition analysis in an industry 15 2.1. Market competitors 16 2.2. Suppliers 16 2.3. Buyers 16 2.4. Substitutes 16 2.5. New entrants 16 2.6. Strategic groups 17 2.7. The collaborative five-sources model 17 3. Value chain analysis 17 3.1. Customer perceived value 17 3.2. The competitive triangle 18 3.3. Perceived value advantage 18 3.4. Relative cost advantage 18 3.5. The basic sources of competitive...
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...demands and fluctuations in raw material prices. Advantages Disadvantages • Largest manufacturer in the world - can produce almost anything required • Manufacturers may help with design of product • Typically good quality products • Relatively low prices • Efficient machinery • Large population and therefore large work force allow the country to lead in the worlds production • Continued industrial upgrading • Language barrier • Long distance (if problems occur) • Long lead time • Cultural barriers (different national/religious holidays) • Chinese lunar new year occurs in January or February each year, and therefore factories may be shut at this time. • Time difference – small window of opportunity for direct communication • Factories having to pay higher prices for more materials and higher wage costs as the price of living increases – may impact on cost pricing • Growth of environmental protection issues India Advantages Disadvantages • Skilled workers that produce beautiful handmade and embellished garments • Low prices • Business creates jobs for local people, including women • Factories constantly improving and developing (e.g. Roverco ‘equipped with modern equipment’) • Language barrier • Long distance (if problems occur) • Long lead time • Cultural barriers (different national/religious holidays) • Time difference – small window of opportunity for direct communication Romania Advantages Disadvantages • Closer to UK than other sourcing...
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