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GLOBAL MARKETING
A DECISION-ORIENTED APPROACH Svend Hollensen
CONTENTS
Preface Guided tour Acknowledgements Publisher's acknowledgements Abbreviations About the author
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PARTI
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Initiation of internationalization
Learning objectives 2.1 Introduction 2.2 Internationalization motives 2.3 Triggers of export initiation (change agents) 2.4 Internationalization barriers/risks 2.5 Summary . Case studies 2.1 LifeStraw: Vestergaard-Frandsen transforms dirty water into clean drinking water 2.2 Elvis Presley Enterprises Inc. (EPE): internationalization of a cult icon 2.3 Video case study: TOMS Shoes Questions for discussion References
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Internationalization theories
Learning objectives 3.1 Introduction 3.2 The Uppsala internationalization model 3.3 The transaction cost analysis model 3.4 The network model 3.5 Internationalization of SMEs 3.6 Born globals 3.7 Internationalization of services 3.8 Summary Case studies 3.1 Cryos: they keep the stork busy around the world 3.2 Classic Media: internationalization of Postman Pat 3.3 Video case study: Reebok Questions for discussion References .
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4.1 Nintendo Wii: Nintendo's Wii takes first place on the world market - can it last? 132 4.2 Senseo: creating competitiveness through an international alliance 137 4.3 Video case study: Nike .143 Questions for discussion 143 References 143
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PART II
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5.6 Other types of marketing research 5.7 Setting up an international MIS 5.8 Summary Case studies 5.1 TeepackJSpezialmaschinen GmbH: organizing a global survey of customer satisfaction 5.2 Tchibo: expanding the coffee shops' business system in Eastern Europe 5.3 Video case study: Ziba Questions for discussion References
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Layers of culture High- and low-context cultures Elements of culture Hofstede's original work on national cultures (the '4 + 1' dimensions model) The strengths and weaknesses of Hofstede's model Managing cultural differences
7.8 Convergence or divergence of the world's cultures 7.9 The effects of cultural dimensions on ethical decision-making 7.10 Social marketing 7.11 Summary Case studies 7.1 Lifan: a Chinese sub-supplier and brand manufacturer of motorcycles is aiming at the global market
7.2 IKEA catalogue: are there any cultural differences? 7.3 Video case study: communicating in the global world Questions for discussion References
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8.3 Building a model for international market selection 8.4 Market expansion strategies 8.5 The global product/market portfolio 8.6 Summary Case studies 8.1 Tata Nano: international market selection with the world's cheapest car 8.2 Philips Lighting: screening markets in the Middle East 8.3 Video case study: Hasbro Questions for discussion References
PART HI
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10 Export modes
Learning objectives 10.1 Introduction 10.2 Indirect export modes 10.3 Direct export modes 10.4 Cooperative export modes/export marketing groups 10.5 Summary Case studies 10.1 Lysholm Linie Aquavit: international marketing of the Norwegian Aquavit brand 10.2 Parle Products: an Indian biscuit manufacturer is seeking agents and cooperation partners in new export markets 10.3 Video case study: Honest Tea Questions for discussion References
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12 Hierarchical modes
Learning objectives 12.1 Introduction 12.2 Domestic-based sales representatives 12.3 Resident sales representatives/foreign sales branch/foreign sales subsidiary 12.4 Sales and production subsidiary 12.5 Subsidiary growth strategies 12.6 Region centres (regional headquarters) 12.7 Transnational organization 12.8 Establishing wholly owned subsidiaries: acquisition or greenfield 12.9 Location/relocation of HQ 12.10 Foreign divestment: withdrawing from a foreign market 12.11 Summary Case studies Polo Ralph Lauren: Polo moves distribution for South East Asia in-house Durex condoms: SSL will sell Durex condoms in the Japanese market through its own organization 12.3 Video case study: Starbucks Questions for discussion References 12.1 12.2
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13.8 Project export (turnkey contracts) 13.9 Summary Case studies 13.1 Syngenta AG: a world market leader in crop protection is defending its position 13.2 LM Glasfiber A/S: following its customers' international expansion in the wind turbine industry
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13.3 Video case study: Eaton Corporation Questions for discussion References
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14.12 'Long tail'strategies 14.13 Green marketing strategies , 14.14 Brand piracy and anti-counterfeiting strategies 14.15 Summary Case studies 14.1 Danish Klassic: launch of a cream cheese in Saudi Arabia 14.2 Zippo Manufacturing Company: has product diversification beyond the lighter gone too far? 14.3 Video case study: Swiss Army Questions for discussion References
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Case studies 15.1 Harley-Davidson: does the image justify the price level? 15.2 Gillette Co.: is price standardization possible for razor blades? 15.3 Video case study: Vaseline pricing strategy Questions[oj,discussion References'
16 Distribution decisions
Learning objectives 16.1 Introduction 16.2 External determinants of channel decisions 16.3 The structure of the channel 16.4 Managing and controlling distribution channels 16.5 Managing logistics 16.6 Implications of the Internet for distribution decisions 16.7 Special issue 1: international retailing 16.8 Special issue 2: grey marketing (parallel importing) 16.9 Summary Case studies 16.1 De Beers: forward integration into the diamond industry value chain 16.2 Nokia: what is wrong in the US market for mobile phones - can Nokia recapture the number 1 position from Motorola? 16.3 Video case study: DHL Questions for discussion References
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PARTV
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18.1 Mecca Cola: marketing of a 'Muslim' cola to the European market 18.2 TOTO: the Japanese toilet manufacturer seeks export opportunities for its high-tech brands in the United States 18.3 Video case study: Dunkin' Donuts Questions for discussion References ,
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