International marketing strategy:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; Munich [u.a.]
Financial Times Prentice Hall
2002
|
| Ausgabe: | 4. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXVI, 417 S. graph. Darst. |
| ISBN: | 027365571X |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804129435478130688 |
|---|---|
| adam_text | Preface xix
Acknowledgements xxv
Part I International marketing strategy scope and framework
1 Scope of international marketing strategy 3
International marketing environment 3
Market fragmentation and consolidation 4
Trend toward global markets 6
Causes of globalization g
Technology and market liberalization 9
Firms in regional markets 10
International marketing strategy 11
Definitions of international marketing 12
Generic strategic responses 13
Developing competitive advantage 13
Product market development 14
Technology, product and market decisions 14
Resource allocation in international markets 16
Performance and growth of the firm 1 g
Improving marketing performance in the firm 1 s
Strategic differentiation in the international firm 20
Dynamics of the international firm 21
Process model of international marketing 24
Summary 26
References 26
2 Analytical framework for international marketing ?8
Theory and practice in international marketing 28
International marketing theories 29
vii
I
I
viii ¦ Contents
Analytical frameworks based on trade and transaction costs 30
Absolute advantage and the international firm 30
Comparative advantage and the international firm 30 :
Transactions costs in international markets 31
Nature of the international firm 32
Limitations of trade theory and transaction cost explanations 33
Comparative resource advantage theory of international marketing 33
Company resources 34
Access to tangible resources 34
Access to intangible resources 36
Resource application in product markets 37
Sources of competitive advantage 39
Knowledge in competitive advantage 39
Knowledge and the scale and scope of the firm 41
Transferring knowledge based assets in international markets 42
Managerial theory of international marketing 43
Marketing in the business system 43
Orientation of the company in the business system 44
Strategic positioning in manufacturing and marketing 47
Managing costs and prices in international markets 47
Positioning the firm in the international business system 48
Product market and business system resource allocation 49
Summary 51
References 51
Part II Environment of international marketing
Characteristics of the international firm 55
Goals and objectives of the international firm 56
Size of the firm in international markets 57
Firm size and scale effects 58
Location of the firm 59
Technology and innovation 60
Product range in the firm 60
Management of the international firm 61
Attitudes and cognitive styles 61
Management attitudes toward company growth 61
Cognitive style of managers 63
Aspirations, commitment and expectations of managers 64
Managerial aspirations for internationalization 64
Commitment to internationalization 65
Contents ¦ ix
Managerial expectations and internationalization 66
Stages of internationalization 67
Stages model and entrepreneurial firms 68
Summary 69
References 69
4 Analysis of international competitors 71
Meaning of international competition 71
Nature of competition among firms 73
Establishing competitive positions in international markets 73
Benefits of competition 77
Determinants of competitiveness in international markets 77
Measuring competitiveness in the firm 78
Understanding competitors in international markets 79
Competitor objectives, future goals and assumptions 80
Review of competitor strategies 80
Competitor organization and corporate culture 80
Size, growth and profitability of competitors 82
Evaluating competitive strengths 82
Cost structure and mobility barriers 83
Motives associated with unique capabilities 83
Summary 84
References 85
5 Culture in international marketing .«,
Influence of culture in international marketing 86
Pervasiveness of culture 86
Characteristics and elements of culture 87
Definitions of culture 89
Cultural distance as an international marketing barrier 90
Cultural determinants of marketing behaviour in the international firm 91
Norms and behavioural patterns gi
Role of values and attitudes 93
Demographic factors 94
Special position of languages 95
Language homogeneity 96
Ethnic factors 96
Material culture, technology and the international firm 97
Analysis of culture influence 98
Macroanalysis of the cultural environment 100
Cultural variability 100
x ¦ Contents
Cultural complexity 102
Cultural hostility 102
Influences among cultures 102
Cultural heterogeneity and interdependence 103
Context of cross cultural relationships 104
Microanalysis of the cultural environment 105
Role of national ideology 106
Role of attitudes 106
Role of innovation and diffusion 107
Synthesis of cultural influence on buyer behaviour 110
Summary 111
References 111
6 Creating competitive advantage 113
Impact of market integration 114
Influence on the international firm 114
Concept of free trade 114
Developments in industrial markets 115
Position of developing countries 115
Challenge of open markets 117
Created assets in international markets 117
Comparative advantage and competitive advantage 118
Country and company competitiveness 118
Labour productivity and wealth 119
Phenomenon of emerging markets 120
Vicious circle of poverty 121
Relevance of marketing in developing countries 122
Recognizing mutual dependence 123
Industrial and commercial policy 123
Invisible hand or direct intervention 123
Dynamic comparative advantage 125
Summary 127
References 128
7 Coping with political risk and uncertainty 129
Political environment of international marketing 129
Role of government 130
Risk and uncertainty in international markets 131
Common political risks 133
Analysis of political environment 134
Regulating international transfers 135
Contents ¦ xi
Regulating transfers of products and services 135
Regulating money transfers 137
Regulating people transfers 137
Regulating technology transfers 138
Importance of exchange rate stability 138
International legal framework 139
EU laws and directives 140
Product quality standards 141
Major world legal systems 142
Intellectual property rights in international markets 142
Legal aspects of marketing claims 143
Summary 144
References 145
8 Profiling international product markets 146
International market selection process 146
Segmenting international markets 147
Generic market segmentation 147
Strategic country groups 148
Cultural and geographic market segmentation 150
Key country segmentation variables 151
Linking market segmentation to market selection 153
Mechanics of international market selection 153
Opportunistic selection of international markets 154
Systematic selection of international markets 155
Industry market potential 157
Company sales potential 57
Evolution from opportunistic to systematic market selection 158
Role of information 159
Building an international product market portfolio 160
Summary 162
References 163
9 Vision and strategy for international markets 164
Company vision and corporate strategy 164
Strategic marketing process 165
Strategic planning framework 166
Elements of strategic planning framework 168
Company mission 168
Shared purpose and values 168
Distinctive capabilities and measures of success 169
xii ¦ Contents
Strategic approaches to international markets 170
International marketing strategies 171
Generic international marketing strategies 171
Standardized or customized international strategies 173
Implications of standardizing international marketing strategies 176
International organizational processes 177
Summary 178
References 178
Part III International marketing strategy
10 The consumer products firm 183
Consumer products and brands in international markets 183
International product and brand decisions 183
Consumer products in international markets 184
Product innovation and differentiation 185
Using new information technologies 186
Consolidating fragmented markets 187
Consumer products as competitive platforms 189
Brands in international markets 190
Characteristics of a global brand 191
Recognizing differences and the domino effect 192
International brand strategies 192
Branding the competitive advantage 192
Sustaining the brand competitive advantage 193
Country of origin effects 195
Building and communicating brand values 195
Harmonizing brand strategy in different countries 198
Product categories and brands in international markets 199
Brand extensions in international markets 201
Protecting the brand 202
Obvious management traps 202
Counterfeiting and forgeries 203
Brands in the grey market 203
Summary 204
References 205
11 The industrial products firm 206
Industrial products firm in international markets 207
Nature of industrial markets 208
Contents ¦ xiii
Markets as international networks 209
Industrial product development in international networks 210
Organizing for industrial buying 211
Industrial buying process 211
Assessing international competitive positions 216
Segmenting industrial product markets 216
Monitoring international market segments 217
Developing market positions 218
Routes to international markets 220
Commitment to international markets 221
Sources of international competitive advantage 221
Selling and promoting industrial products 222
Selling industrial products 222
Promoting industrial products 224
Summary 225
References 225
12 The services firm 227
Services in international marketing 227
Nature of services 228
Growth of services in world markets 229
Constraints on the international service firm 230
Motivations for internationalization in the service firm 231
Role of technology in the service firm 231
Productivity in services 232
International marketing of services 232
Coping with service intangibility 232
Personal contact in services 234
Standardization and customization of services 235
Scale and cultural effects 236
Integrated international marketing strategy for services 237
Restrictions on international marketing of services 238
Summary 239
References 240
Part IV International market entry strategies
13 Generic international market entry strategies 243
International market entry: concept and modes 244
Concept of market entry 244
xiv ¦ Contents
Foreign market entry mode 244
Framework for international market entry. 246
Generic market entry strategies 246
Market entry strategy and competition 248
Linking market strategy, complexity and entry 249
Selecting mode of international market entry 251
Entering new international product markets 251
Foreign market entry decisions 252
Determining optimum entry strategies 252
Choosing an entry mode for services 255
Sequencing international market entry 256
Life cycle effects on foreign market entry 256
Strategic sequencing of market entry 258
Summary 260
References 261
14 Exporting 262
Nature of exporting 262
Entering foreign markets through exporting 262
Exporting and commitment to internationalization 263
Determinants of export behaviour 264
Experience and uncertainty effects 264
Acquiring knowledge of export markets 265
Export decision process 266
Behavioural and firm specific influences 266
Model of the export decision process 267
Direct export stimuli 269
Export decision maker 269
Size of firm and exporting activity 270
Export marketing groups 271
Costs of exporting 273
Summary 274
References 275
15 Strategic alliances 276
Nature of strategic alliances 276
Basis for a strategic alliance 277
Marketing partnership agreements 279
Licensing in international markets 280
Nature of international licensing 280
Contents ¦ xv
Benefits of licensing 281
Impact of licensing on cashflow 282
Prerequisites of successful licensing 283
The licence transaction 283
Assymetry in negotiating international licences 284
Franchising to enter international markets 284
Nature of franchising 284
Advantages of franchising 286
Disadvantages of franchising 287
Joint ventures to enter international markets 287
Benefits of international joint ventures 288
Access to resources 290
Access to markets 290
Joint ventures and host country policies 292
Stability of international joint ventures 292
Conditions for joint venture success 294
Selecting a partner for a strategic alliance 295
Evaluation of strategic alliances 297
Ability to cope with environmental change 297
Summary 299
References 299
16 Foreign direct investment 302
Locational advantage in international markets 302
Nature of foreign direct investment 303
Determinants of location for foreign direct investment 303
Motives for foreign direct investment 305
Managerial motives for foreign direct investment 306
Foreign direct investment and operating efficiency 307
Foreign direct investment and risk reduction 308
Foreign direct investment and market development 309
Foreign direct investment and government policy 309
International market entry by acquisition 310
Nature of foreign acquisitions 311
Success factors in acquisitions 312
Disadvantages of foreign acquisitions 313
Sequenced international acquisitions 314
Public policy and cross border acquisitions 314
Evaluation of market entry through new foreign ventures and acquisitions 316
Comparison of acquisitions and new ventures 316
Management view of foreign direct investment 317
Summary 317
References 318
xvi ¦ Contents
Part V Strategic alignment and performance in
international marketing
17 Channels of international distribution 321
Nature of international channels of distribution 322
Role of channel intermediaries 323
Structure and function of channels of distribution 324
Intermediaries in the international channel 326
Selecting the intermediary 327
Obtaining intermediary commitment 328
Trade offs in the distribution channel 329
Effectiveness and efficiency in international distribution channels 331
Integrated channels for international distribution 331
Constraints on channel design 332
Effective international channels of distribution 334
Channel cooperation and conflict 335
Improving channel performance 336
Power in international channels of distribution 337
Channel leadership and sources of power 337
Market interactivity, information and channel power 338
International direct distribution 340
Impact of information technologies on intermediaries 341
Intermediaries and the Internet 341
Disintermediation in the international channel 343
Direct cross border shipments 344
Summary 345
References 346
18 Pricing in internationai markets 348
General influences on international pricing 348
Technology and competition 349
Pricing high technology products 350
Government policies on pricing 350
Dumping in international markets 350
Transfer pricing 351
Impact of exchange rates 351
Fluctuating exchange rates 351
Coping with exchange rate movements 352
Market diversification and hedging 352
Strategic responses 353
Contents ¦ xvii
Export price volatility 353
Standardized international prices 354
Framework for pricing in international markets 355
Cost approaches to international pricing 355
Absorption cost pricing 355
Marginal cost pricing 356
Pricing and distribution channels 357
Price escalation in international channels 358
Market based pricing in international markets 360
Life cycle effects on international pricing 362
Pricing at embryonic stage of international marketing 362
Pricing at mature stage of international marketing 364
Pricing for export competitiveness 365
Summary 366
References 367
19 Internationa! marketing negotiations 368
Selling and negotiating in international marketing 368
Nature of international marketing exchanges 369
International marketing negotiations 370
Buyer seller communications 370
Cultural filters and noise 371
Fields of cultural experience 372
Culture and effective communication 372
Impact of context on communication 373
Selling and negotiating strategies 374
Convergence of buying and selling 375
Stages in the buying process 375
Assessing the buying situation and buying roles 375
Supplier selection and purchase 376
Completing the purchase 377
Stages in the selling process 377
Customer communication and diagnosis 377
Problem solution and completion of sale 379
Cultural integration of negotiation and selling 379
Negotiation and discrete exchanges 379
Competitive negotiation style 380
Collaborative negotiation style 381
Bridging cultural differences in international negotiations 382
Domain of interest in international marketing relationships 383
Selecting the international sales team 384
Summary 386
References 387
xviii ¦ Contents
20 Assessing international marketing performance 389
Aligning international marketing strategies 389
Measuring marketing performance 390
Hard and soft performance measures 392
Choosing performance criteria 393
Benchmarking the performance 393
Evaluating international marketing performance 394
Sales performance analysis 394
Current earnings and profits 395
Financial performance criteria 395
Using financial controls 396
Cash flow in international markets 396
Timing of cash flows for international sales growth 397
Size of firm and cash flow 398
Strategic control in international marketing 398
Fundamentals of marketing control 398
Return on international marketing investment 399
Summary 401
References 402
Company index 403
Name index 405
Subject index 407
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| id | DE-604.BV014689183 |
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| indexdate | 2024-07-09T19:05:06Z |
| institution | BVB |
| isbn | 027365571X |
| language | English |
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| spelling | Bradley, Frank Verfasser aut International marketing strategy Frank Bradley 4. ed. London ; Munich [u.a.] Financial Times Prentice Hall 2002 XXVI, 417 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Internationale marketing gtt Export marketing Management Exportmarketing (DE-588)4153393-8 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s Marketingstrategie (DE-588)4120697-6 s 1\p DE-604 Exportmarketing (DE-588)4153393-8 s 2\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009961932&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Bradley, Frank International marketing strategy Internationale marketing gtt Export marketing Management Exportmarketing (DE-588)4153393-8 gnd Marketingstrategie (DE-588)4120697-6 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4153393-8 (DE-588)4120697-6 (DE-588)4125431-4 |
| title | International marketing strategy |
| title_auth | International marketing strategy |
| title_exact_search | International marketing strategy |
| title_full | International marketing strategy Frank Bradley |
| title_fullStr | International marketing strategy Frank Bradley |
| title_full_unstemmed | International marketing strategy Frank Bradley |
| title_short | International marketing strategy |
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| topic_facet | Internationale marketing Export marketing Management Exportmarketing Marketingstrategie Internationales Marketing |
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