Nothing
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Case Studies
Section 1 1.1 Starbucks: Going Global Fast 1.2 Nestlé: the Infant Formula Controversy Section 2 2.1 Daimler–Chrysler Merger: a Cultural Mismatch? 2.2 Cultural Norms, Fair & Lovely and Advertising 2.3 The McDonald’s ‘Beef Fries’ Controversy 2.4 Coke and Pepsi Learn to Compete in India Section 3 3.1 Swifter, Higher, Stronger, Dearer 3.2 Motorola in China 3.3 Airbus: from Challenger to Leader 515 515 520 525 525 529 532 538 545 545 550 556 Section 4 4.1 Wal-Mart’s German Misadventure 4.2 Handl Tyrol: Market Selection and Coverage Decisions of a Medium-sized Austrian Enterprise 4.3 Blair Water Purifiers to India 4.4 A Tale of Two Tipples 4.5 Kellogg’s Indian Experience 4.6 Strategic Alliances in the Global Airline Industry: from Bilateral Agreements to Integrated Networks 4.7 GN Netcom in China 4.8 IKEA: Entering Russia 4.9 The ‘David Beckham’ Brand Section 5 5.1 Iberia Airlines Builds a BATNA 5.2 Halliburton ‘Over-billing’ Controversy 5.3 AIDS, Condoms and Carnival 5.4 Key Success Factors of Theme Parks: the Experience of Walt Disney Company 5.5 British American Tobacco: an Insight into Tobacco Marketing 563 563
571 574 583 586
590 594 599 604 611 611 615 622
626 630
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section 1 case studies cases 1.1 Starbucks: Going Global Fast 1.2 Nestlé: the Infant Formula Controversy 515 520
case 1.1 Starbucks: Going Global Fast
The Starbucks coffee shop on Sixth Avenue and Pine Street in downtown Seattle sits serene and orderly, as unremarkable as any other in the chain bought 15 years ago by entrepreneur Howard Schultz. A little less than three years ago, however, the quiet store-front made front pages around the world. During the World Trade Organization talks in November, 1999, protesters flooded Seattle’s streets, and among their targets was Starbucks, a symbol, to them, of
26/05/2005
13:57
Page 513
Case Studies
Section 1 1.1 Starbucks: Going Global Fast 1.2 Nestlé: the Infant Formula Controversy Section 2 2.1 Daimler–Chrysler Merger: a Cultural Mismatch? 2.2 Cultural Norms, Fair & Lovely and Advertising 2.3 The McDonald’s ‘Beef Fries’ Controversy 2.4 Coke and Pepsi Learn to Compete in India Section 3 3.1 Swifter, Higher, Stronger, Dearer 3.2 Motorola in China 3.3 Airbus: from Challenger to Leader 515 515 520 525 525 529 532 538 545 545 550 556 Section 4 4.1 Wal-Mart’s German Misadventure 4.2 Handl Tyrol: Market Selection and Coverage Decisions of a Medium-sized Austrian Enterprise 4.3 Blair Water Purifiers to India 4.4 A Tale of Two Tipples 4.5 Kellogg’s Indian Experience 4.6 Strategic Alliances in the Global Airline Industry: from Bilateral Agreements to Integrated Networks 4.7 GN Netcom in China 4.8 IKEA: Entering Russia 4.9 The ‘David Beckham’ Brand Section 5 5.1 Iberia Airlines Builds a BATNA 5.2 Halliburton ‘Over-billing’ Controversy 5.3 AIDS, Condoms and Carnival 5.4 Key Success Factors of Theme Parks: the Experience of Walt Disney Company 5.5 British American Tobacco: an Insight into Tobacco Marketing 563 563
571 574 583 586
590 594 599 604 611 611 615 622
626 630
IntMk-CStud-1.qxd
26/05/2005
13:57
Page 514
IntMk-CStud-1.qxd
26/05/2005
13:57
Page 515
section 1 case studies cases 1.1 Starbucks: Going Global Fast 1.2 Nestlé: the Infant Formula Controversy 515 520
case 1.1 Starbucks: Going Global Fast
The Starbucks coffee shop on Sixth Avenue and Pine Street in downtown Seattle sits serene and orderly, as unremarkable as any other in the chain bought 15 years ago by entrepreneur Howard Schultz. A little less than three years ago, however, the quiet store-front made front pages around the world. During the World Trade Organization talks in November, 1999, protesters flooded Seattle’s streets, and among their targets was Starbucks, a symbol, to them, of