The Content of Global Marketing
Fifth Edition
GLOBAL MARKETING
A DECISION-ORIENTED APPROACH Svend Hollensen
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•
CONTENTS
Preface Guided tour Acknowledgements Publisher's acknowledgements Abbreviations About the author
XVI XXX
xxxiv xxxvi xli xliv
PARTI
THE DECISION WHETHER TO INTERNATIONALIZE 1 Global marketing in the firm
Learning objectives 1.1 Introduction to globalization 1.2 The process of developing the global marketing plan 1.3 Comparison of the global marketing and management style of SMEs and LSEs 1.4 Should the company'stay at home'or'go abroad'? 1.5 Development of the global marketing concept 1.6 Forces for global integration and market responsiveness 1.7 The value chain as a framework for identifying international competitive advantage 1.8 Value shop and the service value chain 1.9 Information business and the virtual value chain 1.10 Summary Case studies 1.1 Build-A-Bear Workshop (BBW): how to manage the global comeback? 1.2 Arcor: a Latin American confectionery player is globalizing its business 1.3 Video case study: Nivea Questions for discussion References
sj 5
5 6 6 7 17 19 21 25 33 36 38 39 45 47 47 47
2
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
49
49 50 50 57 61 65 65 68 69 70 70
i Viii S
CONTENTS
v
y
3
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
GLOBAL MARKETING
A DECISION-ORIENTED APPROACH Svend Hollensen
_
•
CONTENTS
Preface Guided tour Acknowledgements Publisher's acknowledgements Abbreviations About the author
XVI XXX
xxxiv xxxvi xli xliv
PARTI
THE DECISION WHETHER TO INTERNATIONALIZE 1 Global marketing in the firm
Learning objectives 1.1 Introduction to globalization 1.2 The process of developing the global marketing plan 1.3 Comparison of the global marketing and management style of SMEs and LSEs 1.4 Should the company'stay at home'or'go abroad'? 1.5 Development of the global marketing concept 1.6 Forces for global integration and market responsiveness 1.7 The value chain as a framework for identifying international competitive advantage 1.8 Value shop and the service value chain 1.9 Information business and the virtual value chain 1.10 Summary Case studies 1.1 Build-A-Bear Workshop (BBW): how to manage the global comeback? 1.2 Arcor: a Latin American confectionery player is globalizing its business 1.3 Video case study: Nivea Questions for discussion References
sj 5
5 6 6 7 17 19 21 25 33 36 38 39 45 47 47 47
2
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
49
49 50 50 57 61 65 65 68 69 70 70
i Viii S
CONTENTS
v
y
3
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
References: 684 684 685 685 690 702 708 711 711 712 713 716 716 717 PartV Case studies V.1 V.2 V.3 V.4 Sony Music Entertainment: new worldwide organizational structure and the marketing, planning and budgeting of Pink 's new album OneCafe: a 'born global 'penetrates the coffee industry Philips Shavers: maintaining shaving leadership in the world market Vipp AS: an SME uses global branding to break into the international waste bin business Index 718 718 723 727 735 739