...marketing chapter 1- introduction to global marketing principles of marketing a review The essence of marketing is to surpass the competition at the task of creating perceived value. Value equation = Benefits/Price (time, money, effort). Benefits are a combination of the product, promotion and distribution. A market = people or organization that are both able and willing to buy. When a company is able to create more value than the rest, he has a competitive advantage. A global industry – one in which competitive advantage van be achieved by operations on a worldwide scale. Global marketing: what it is and what it isnt Global marketing strategy, has 5 dimensions: 1. Global market participation: the extent to which a company had operations in major world markets. 2. Standardization vs. adaptation 3. Concentration of marketing activities: the extent to which activities related to the marketing mix are performed in one or a few countries. 4. Coordination of marketing activities: the extent to which marketing activities related to the marketing mix are planned and executed interdependently around the globe. 5. Integration of competitive moves: the extent to which a firm’s competitive marketing tactics in different parts of the world are interdependent. management orientations Ethnocentric orientation His/her home superior to the rest. Opportunities outside the home country are largely ignored domestic companies. Those who conduct business outside...
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...b, 1, S. Tamer Cavusgil c, 2 a b c Global Economics and Management Department Faculty of Economics and Business University of Groningen, 800 Postbus, 9700 AV Groningen, The Netherlands Peter B. Gustavson School of Business, University of Victoria, P.O. BOX 1700 STN CSC, Victoria, BC Canada V8W 2Y2 J. Mack Robinson College of Business, Institute of International Business, Georgia State University, P.O. Box 3989, Atlanta, GA 30303-3989, USA a r t i c l e i n f o a b s t r a c t This article systematically reviews and critically examines international entrepreneurship research in emerging economies (IEEE research), and articulates its importance, timeliness and relevance in consideration of the growing influence of emerging markets in the global economy. A systematic analysis of eighty-eight journal articles published over the last two decades reveals that IEEE research is a vibrant and rapidly growing stream of the broader international entrepreneurship (IE) domain, and that it is methodologically and topically diverse. Our review also shows that IEEE research has a limited presence in premier journals, is highly skewed in its geographic coverage, and is somewhat fragmented. We therefore inventory and critically evaluate the extant IEEE research with the aim of increasing its quality, coherence, scope, and impact. On the basis of our critique, we develop an ambitious research agenda that addresses a number of emergent global phenomena and raises exciting new questions...
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...Running Head: Born Global Firms Born Global Firms: Characteristics of Born Global Firms Michael R. Austin GBA-440 Prof. Sylvia Nelson Saint Leo University Table of Contents Cover Page1 Abstract3 Introduction4 Conventional Models vs. Born Global …..……………………………………………………………………………………………5 Characteristic of Born Globals7 Born Global Firm Example A: Ki-An Eco8 Marketing Orientation………………………………………………………………………………………………………………10 Brand Differentiation………………………………………………………………………………………………………………..10 Networks…………………………………………………………………………………………………………………………………..10 Born Global Firm B: Spoxil10 Technology…………………………………………………………………………………………………………………………….…11 Market Orientation……………………………………………………………………………………………………………….….11 Brand Differentiation…………………………………………………………………………………………………………….….12 Networks…………………………………………………………………………………………………………………………………..12 Conclusion…………………………………………………………………………………………………………………………………………12 Works Cited……………………………………………………………………………………………………………………………………...13 Abstract The term ‘born global was birth in 1993 by Michael Rennie (Tanev, 2012). From that time the concept of born global firms emerged as a subject of empirical study in international business relations. Researchers watched and marked small international firms as they emerged and survived, though seeming to have done so outside of conventional theories of internationalization. It was not simply the rise of these firms that caught the interest of the international business community...
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..._______________________________________________________________ _______________________________________________________________ Report Information from ProQuest September 24 2014 20:32 _______________________________________________________________ 24 September 2014 ProQuest Table of contents 1. Open innovation for SMEs in developing countries - An intermediated communication network model for collaboration beyond obstacles....................................................................................................................... 1 2. Model of Thai Small and Medium Sized Enterprises' Organizational Capabilities: Review and Verification 15 3. SMALL BUSINESSES AND INTERNATIONAL ENTREPRENEURSHIP IN THE ECONOMIC HARD TIME: A GLOBAL STRATEGIC PERSPECTIVE............................................................................................ 33 Bibliography...................................................................................................................................................... 48 24 September 2014 ii ProQuest Document 1 of 3 Open innovation for SMEs in developing countries - An intermediated communication network model for collaboration beyond obstacles Author: Vrgovic, Petar; Vidicki, Predrag; Glassman, Brian; Walton, Abram ProQuest document link Abstract: Although there is increasing interest in exploring open innovation in developing countries, the conceptual and potential applications of using...
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...the Top-Down Transfers within a Multinational Corporation Hela Chebbi, Dorra Yahiaoui, Demetris Vrontis and Alkis Thrassou Chapter Two .............................................................................................. 17 Rethinking Talent Management in Organizations: Towards a Boundary-less Model Carrie Foster, Neil Moore and Peter Stokes Chapter Three ............................................................................................ 42 Solidarity as a “Commons” to be Promoted: Organisation of Collective Action for a More Responsible Management Bernard Paranque Chapter Four .............................................................................................. 65 Mindset and Behaviour Effect on Firm Performance Stefano...
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...THE BORN GLOBAL LITERATURE The emerging scholarly literature presents born global firms as an entirely new phenomenon. Traditionally, international business scholars have argued that firms venturing abroad follow a set process of development, beginning at home, with clearly defined stages which unfold sequentially.12 This conventional view was challenged by Oviatt and McDougall’s seminal 1994 analysis,13 which argued that these firms commence their internationalisation at inception, because local competitive forces prevent them from beginning operations within their domestic economies. Additionally, focus Oviatt and McDougall maintained that internationalising firms focus on controlling resources rather than owning them. Traditional international business theory was also questioned by the ‘innovation models’ approach, which identifies managerial innovations within the firm as the driving force of international expansion.14 The observations made in the present investigation accord in part with both the established view of internationalisation and its critics, as the additional extension of born global firms beyond exporting is characterised by impersonal processes as well as entrepreneurship. What is evident, however, is that the firms examined here did not follow a linear path of expansion. Rather, the processes they went through often occurred simultaneously and in a compressed period of time. Existing literature on born global firms lapses into...
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...Country Producers 17 CHINESE WINE MARKET 25 Overview 25 Wine market overview 28 Imported wine 32 Italian case 36 Future prospective 45 REFERENCES 48 Bibliography 48 Consulted website 52 INTRODUCTION The purpose of this work is to analyze the growth and evolution of the wine market in China. In particular we will focus on the internationalization of the global wine producer countries in this new emerging market and which are the futures prospective and possibilities of this young market. This paper is composed by four main sections: 1. Theoretical framework; 2. Wine market; 3. Chinese wine market; 4. Italian case. First of all we need to understand what we mean when we speak about internationalization. Through a theoretical chapter, using the existing literature about internationalization, we will explore its theories, evolution and which benefits it may bring to the firm that implement it, showing how important it became in the globalized world in which companies work nowadays. Afterward we are going to analyze, thanks to the data taken by reliable sources, the global market of wine, showing its fragmentation, which are the main player and their characteristics. Now that we have a general panorama, we can concentrate on the Chinese market, its cultural and economic features, and the evolution of its wine market. Finally we will focus on the Italian case THEORETICAL FRAMEWORK Studying the literature we can see that there are several...
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...of E-commence on international business and marketing: A literature review Name student: Tao Yi Student number: 1192930 Course name: Master thesis international track Course code: 2012-191880750-1A Assessor: Assistant Prof. Dr. E. Constantinides and Dr. Huub J.M. Ruel Hand in date: 15-09-2012 E-commerce and Web 2.0: An intensive literature review on their impacts on international business and marketing Table of content Managerial summary ............................................................................................ 2 1. Background and research objectives .............................................................. 3 2. Research problem and research questions...................................................... 4 3. Research methodology ................................................................................... 6 4. Key findings .................................................................................................. 8 4.1. 4.1.1. 4.1.2. 4.1.3. 4.2. 4.2.1. 4.2.2. 4.3. 4.4. 4.4.1. 4.4.2. 4.4.3. 4.5. 4.5.1. 4.5.2. 4.5.3. 4.6. The impacts of Internet on International business and marketing .................................. 8 The impacts on international business ......................................................................... 8 The impacts on international entrepreneurship ............................................................ 9 The impacts on international companies‟ marketing .............................................
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...Social Enterprises' Social Capital as a source of Competitive Advantage Author: Mario Tani PhD Student University of Naples “Federico II” Department of Business Administration mario.tani@unina.it Abstract The numerous economical and financial crisis in the last few years have been matched by the acknowledgement of new specific needs often not fully covered by market players or public-funded ones. These events have sped up the acknowledgement process of Social Enterprises, those non-profit organizations offering products and services, often as a bundle of both, in the open market trying to go beyond the mere financial sustainability in order to collect resources to foster innovation processes that are one of their main characteristics. These enterprises play in the open market where they have to compete against for-profit enterprises too this is successfully done overcoming several critical points. One of them comes out of a different view of the Corporate Social Responsibility; it is one of driving principles of social enterprises while it is considered to be subdued to financial report indexes in the for-profit corporation (when it is not used only if it is instrumental in enhancing them). Another critical point is the lack of managerial tool able to leverage on their distinctive characteristics as the core of a strategic decision making process to create an economically-sustainable differentiated offer without going against their social mission. The main...
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...Part 1: The decision to internationalize Chapter 1: Global Marketing in the firm Purpose of the marketing plan is to create sustainable competitive advantages in the global marketplace. Firms go through mental process. For SME’s, informal process, for larger organization it is often more systematized. Globalization: reflects the trend of firms buying, developing, producing and selling products and services in most countries and regions of the world. Internationalization: Doing business in many countries of the world but often limited to a certain region. Should a company stay at home, or strengthen the global position?? Two dimensions: 1.) Industry globalism (high degree of industry globalism -> many interdependencies between markets, customers and suppliers. Besides, industry is dominated by a few large powerful players (global, like software, cd’s, movies, aircrafts) and the other multidomestic market environment (local, like hairdressing, foods and dairies) 2.) Preparedness for internationalization Degree of preparedness is dependent on the ability to carry out strategies in international marketplace (personal skills, managers’ international experience or financial resources) Well-prepared company is called = mature Figure 1.2 very important decision model in the marketing!! (page 10) “The nine strategic windows” EPRG-framework = worldview of a firm’s business activities. 1.) Ethnocentric home country is superior, controls are highly centralized...
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...FIRST PAGES Part One Overview of Strategic Management The first chapter of this book introduces strategic management, the set of decisions and actions that result in the design and activation of strategies to achieve the objectives of an organization. The chapter provides an overview of the nature, benefits, and terminology of and the need for strategic management. Subsequent chapters provide greater detail. The first major section of Chapter 1, “The Nature and Value of Strategic Management,” emphasizes the practical value and benefits of strategic management for a firm. It also distinguishes between a firm’s strategic decisions and its other planning tasks. The section stresses the key point that strategic management activities are undertaken at three levels: corporate, business, and functional. The distinctive characteristics of strategic decision making at each of these levels affect the impact of activities at these levels on company operations. Other topics dealt with in this section are the value of formality in strategic management and the alignment of strategy makers in strategy formulation and implementation. The section concludes with a review of the planning research on business, which demonstrates that the use of strategic management processes yields financial and behavioral benefits that justify their costs. The second major section of Chapter 1 presents a model of the strategic management process. The model, which will serve as an outline for...
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...exchange of technology, knowledge/information transfer. * Competition: there is increase in competition. It can relate to product, service cost, price, target market, technological adaptation, quick response, quick production by companies. Company needs to focus on production with less cost to sell cheaper in order to increase its market share. On the other hand, customers also have a large multitude of choices in the markets and it affects their behavior: they want to acquire goods and services quickly and in more efficient way than before with high expectation in quality and low prices. * Exchange of technology: One of the most striking manifestations of globalization is the use of new technologies by entrepreneurial and internationally oriented firms to exploit new business opportunities. It is also one of the main tools of competition and quality of goods and services. Company requires using latest technology for increasing product quality and sales, also staying up to date. One of the...
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...SIXTH EDITION STRATEGIC MANAGEMENT IN ACTION Mary Coulter Missouri State University Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editor in Chief: Stephanie Wall Senior Acquisitions Editor: April Cole Editorial Project Manager: Claudia Fernandes Director of Marketing: Maggie Moylan Senior Marketing Manager: Nikki Ayana Jones Marketing Assistant: Gianna Sandri Senior Managing Editor: Judy Leale Production Project Manager: Kelly Warsak Senior Operations Supervisor: Arnold Vila Operations Specialist: Cathleen Petersen Creative Director: Blair Brown Senior Art Director: Kenny Beck Text Designer: LCI Design Cover Designer: LCI Design Cover Art: Svetoslav Iliev/Shutterstock.com Permission Specialist: Brooks Hill-Whilton Media Project Manager, Production: Lisa Rinaldi Senior Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management and Composition: Integra Printer/Binder: RRD/Willard Cover Printer: Lehigh-Phoenix Color Text Font: 10/12, Times LT Std Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Copyright © 2013, 2010, 2008 Pearson Education, Inc., publishing as Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458. All rights...
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...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 involved in global marketing both as a manager and academic. His book provides a framework within which managers can...
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...| Leadership challenges faced by managers leading a multi-national workforce | Developing the Global Manager Report | | | | Glossary HCN: Host Country Nationalsg MNC: Multi-national Company MNW: Multi-national Workforce Contents Page Introduction 4 Aims 4 Objectives 4 Leadership Challenges 5 Recommendations 15 Conclusion 16 Appendix 17 References 20 Introduction This report aims to discuss on the challenges faced by managers in leading a multi-national workforce (MNW). For MNC managers to achieve a well- balanced fluidity of leadership, communication, structural, strategic and cultural changes should always be reviewed (Reichwald et al 2005). Leaders of MNCs can have problems in meeting the needs of specific markets and can easily encounter conflicts when endeavouring to achieve effectiveness and efficiency (Martinez et al 1999). Due to political, cultural and geographic barriers, coordinating multinational workforce (MNW) can be a challenge for MNC managers (Cavusgil and Cavusgil 2011). Through implementing change, new procedures, creating new ideas and new policies MNC leaders become successful to the MNW (Darling 1999). MNC managers have a responsibility in influencing direction, opinion, action and course hence taking responsibilities (Oertig and Buergi 2006). 2.0 Aims The aim...
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