International Marketing Strategy

 

 

Slides

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full lecture slides 1a

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full lecture slides 1b

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full lecture slides 2

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full lecture slides 3

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full lecture slides 4

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full lecture slides 5a

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full lecture slides 5b

 

Readings

Attention: To access the following links you need an Athens username and password (please check with the library)

Firat F. A. (1997) “The globalisation of fragmentation”, Journal of International Marketing, vol.5, no.2, pp.77-86

Sheth J N & Parvatiyar A (2001) “The antecedents and consequences of integrated global marketing”, International Marketing Review, Vol. 18 no1, pp.16-30

Yan R. (1994) “To reach China’s consumers, adapt to Guo Qing”, Harvard Business Review,   September October, pp.64-73

Alston J. P. (1989) “Wa, Guanzi and Inhwa: Managerial Principles in Japan, China and Korea”, Business Horizons,  March April, pp.26-32

Baron D. P. (1997) ”Integrated strategy: Trade policy and global competition”, California Management Review, Winter, pp.145-170

Howell L. D. & Chaddick B. (1994) “Models of  political risk for investment and trade”, Columbia Journal of World Business, Fall, pp.69-91

Fadiman, J. (1986) “A traveller’s guide to gifts and bribes”, Harvard Business Review, July-August, pp.122-136

Maruca R. F.  (2000) “Mapping the world of Customer satisfaction”, Harvard Business Review, May-June, p.30

Craig S. and Douglas s. P  (2001) “Conducting international marketing research in the twenty-first century” International Marketing Review, Vol. 18 no 1, pp.80-191

Porter, Michael E. (1990), "The Competitive Advantage of Nations," Harvard Business Review, 68 (2), 73-93.

Brandweek (2000) “The six value segments of global youth” Brandweek, 22/5/2000, pp.38-45

Nawar, N. & Frost T. (1999) “Competing with giants”, Harvard Business Review, March-April, pp.119-130

Ger Guliz (1999) “Localizing in the global village: Local firms competing in global markets”, California Management Review, vol.41, no.4, pp.64-84

Ferdows K. (1997) “Making the most of foreign factories”, Harvard Business Review, March-April, pp.74-88 

Bleeke J and  Ernst  D (1996), ” Is your strategic alliance really a sale?, Harvard Business Review, January-February, pp.98-107

Gupta A. K. & Govindarajan V. (2000) “Managing global expansion: A conceptual framework”,  March-April, pp.45-55

Monti J. A. & Yip G. (2000) “Taking the high road when going international”, Business Horizons,  July-August-pp.65-73

Bartmess A. & Cerny K. (1993) “Building competitive advantage through a network of global capabilities”, California Management Review, Winter, pp.78-102

Ghemawat P. (2001) “Distance still matters”, Harvard Business Review, September, pp.137-146

Bartlett C. A.  and Ghoshal S. (2000)  “Going global: Lessons from the late movers”, Harvard Business Review, March-April, pp.133-144

Kanter R. M. (1994) “Collaborative advantage” Harvard Business Review, July-August, p.96-109

Bleeke J and  Ernst  D (1991), “The way to win in cross-border alliances”, Harvard Business Review, November-December, pp. 127-137

Quelch J. A. and Hoff E. J. (1986) “Customising global marketing”, Harvard Business Review, May-June, pp.59-69

Chiesa V. (2000) “Global R&D project management and organisation: a taxonomy”, Journal of Product Innovation and Management, vol. 17, pp.341-359

Kalish S.,   Mahajan, v. and Muller E. (1995) “Waterfall and Sprinkler New-Product strategies in competitive Global Markets” International Journal of Research in Marketing, July, pp.105-119

Aaker D. A. and  Joachimsthaler E. (1999) “The lure of global branding”, Harvard Business Review, November-December, pp.137-145

Ewing M., Napoli, J. and Pitt L. (2001) “Managing South-East Asian brands in global economy”, Business Horizons, May-June, pp.52-59

Narayandas, D, Quelch J and  SwartzG (2000) “Prepare your company for global pricing”, Sloan Management Review, Fall, pp.61-71

Assmus G and Wiese C (1995) “How to address the gray market using price coordination”, Sloan Management Review, Spring, pp.31-42

Stottinger, Barbara (2001) “Strategic Export Pricing: A Long and Winding Road”, Journal of International Marketing,  Vol. 9 no. 1, p40-61

Hanni A. A., Ryans J. K. & Vernon I. R. (1995) “Coordinating International Advertising: The Goodyear case revisited”, Journal of International Marketing,  vol3, no.2, pp.83-98

Gould, Stephen J  (1999), “Agency Perceptions and Practices on Global IMC” Journal of Advertising Research, , Vol. 39 Issue 1, pp.7-21

 

Global brands: Taking stock. By: Quelch, John. Business Strategy Review, Spring99, Vol. 10 Issue 1, p1, 14p