International marketing strategy:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow ; London ; Munich [u.a.]
Financial Times Prentice Hall
2005
|
| Ausgabe: | 5. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXVII, 408 S. graph. Darst. |
| ISBN: | 0273686887 9780273686880 |
Internformat
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| 250 | |a 5. ed. | ||
| 264 | 1 | |a Harlow ; London ; Munich [u.a.] |b Financial Times Prentice Hall |c 2005 | |
| 300 | |a XXVII, 408 S. |b graph. Darst. | ||
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| 650 | 4 | |a Marketing international - Gestion | |
| 650 | 4 | |a Export marketing |x Management | |
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Datensatz im Suchindex
| _version_ | 1804133321443115008 |
|---|---|
| adam_text | Preface ^
Acknowledgements xw
1 Scope of international marketing strategy t
Strategic approaches to international markets I
International marketing strategy 2
Definitions of international marketing 3
Generic international marketing strategies 4
Opportunistic approach to international markets 5
Standardization or customization 5
Implications of standardizing strategy 7
Market integration, standardization and differentiation 9
Entering foreign markets 10
Product market development j 1
Technology, product and market decisions ] j
Strategic differentiation in the international firm 13
International marketing strategy and organization 14
International marketing environment ! 5
Market fragmentation and consolidation 1 g
Globalization of markets j g
Technology and market liberalization 21
Firms in regional markets 21
Understanding international marketing: a framework 22
Summary 24
Questions 24
References 25
vii
1
viii ¦ Contents
Part I Understanding the international marketing environment
2 International marketing in the global economy 29
Theory and practice of international marketing 29
Managerial theory of international marketing 30
Marketing in the business system 30
Orientation of the company in the business system 30
A framework for international marketing 32
Trade and transaction costs 33
Absolute advantage and the international firm 33
Comparative advantage and the international firm 34
Transactions costs in international markets 35
Limitations of trade theory and transaction cost explanations 35
Nature of the international firm 36
Resource theory of international marketing 37
Sources of competitive advantage 37
International transfer of knowledge based assets 39
Summary 40
Questions 40
References 41
3 Company resources and capabilities 42
Characteristics of the international firm 42
Goals and objectives of the international firm 43
Access to resources 44
Size of the firm in international markets 46
Location of the firm 47
Technology and innovation 47
Product range in the firm 48
Management of the international firm 49
Attitudes to company growth 49
Management attitudes towards company growth 49
Cognitive style of managers 50
Aspirations, commitment and expectations of managers 52
Managerial aspirations for internationalization 53
Commitment to internationalization 54
Managerial expectations and internationalization 54
Company resources in the business system 55
Managing costs and prices in international markets 57
Product market and business system resource allocation 58
Resource allocation in international markets 60
Summary 61
Questions 62
References 62
Contents ¦ ix
4 Analysis of international competitors 64
Meaning of international competition 64
Competitor orientation in international markets 65
Establishing competitive positions in international markets 66
Determinants of competitiveness in international markets 68
Measuring competitiveness in the firm 68
Understanding competitors in international markets 69
Competitor objectives, future goals and assumptions 70
Review of competitor strategies 70
Competitor organization and corporate culture 72
Size, growth and profitability of competitors 73
Evaluating competitive strengths 73
Cost structure and mobility barriers 73
Motives associated with unique capabilities 74
Summary 75
Questions 76
References 76
5 Culture values and technology 77
Influence of culture in international marketing 77
Cultural determinants of marketing behaviour in the international firm 79
Behavioural attributes 79
Role of human values and attitudes 81
Demographic factors 83
Characteristics of culture 84
Special position of languages 86
Language heterogeneity 87
Ethnic factors 88
Material culture and the international firm 88
Analysis of culture influence 89
Cultural level analysis 91
Influences within cultures 91
Cultural variability 91
Cultural complexity and context 92
Context of cross cultural relationships 93
Cultural hostility 95
Influences among cultures 95
Cultural heterogeneity and interdependence 96
Firm level analysis 96
Patterns of cultural influence 97
Attitudes to people and products 97
Barriers at firm level 93
Innovation and diffusion 93
I
x ¦ Contents
Cultural distance 98
Influence of culture on consumer behaviour an application 99 .
Synthesis of cultural influence on buyer behaviour 101
Summary 102
Questions 102
References 103 !
6 Political economy and created advantage 105
Impact of market integration 106
Influence on the international firm 106
Concept of free trade 107
Developments in industrial markets 107
Position of developing countries 108
Challenge of open markets 109
Created assets in international markets 110
Comparative advantage and competitive advantage 110
Country and company competitiveness 111
Labour productivity and wealth 112
Vicious circle of poverty 112
Relevance of marketing in developing countries 114
Phenomenon of emerging markets 115
Industrial and commercial policy 116
Invisible hand or direct intervention 117
Dynamic comparative advantage 118
Summary 121
Questions 122
References 122
7 Public policy risk and regulation 123
Public policy environment of international marketing 123
Role of government 124
Risk and uncertainty in international markets 125
Common political risks 126
Analysis of political environment 128
Regulating international transfers 129
Regulating transfers of products and services 129
Regulating money transfers 130
Regulating people transfers 131
Regulating technology transfers 131
Importance of exchange rate stability 132
World Trade Organization 132
International legal framework 134
EU laws and directives 135
Product quality standards 136
Contents ¦ xi
Major world legal systems 137
Intellectual property rights in international markets 138
Legal aspects of marketing claims 138
Summary 139
Questions 40
References 140
Part II Product and brand strategies in international markets
8 The consumer products firm 143
Consumer products in international markets 144
Product innovation and differentiation 146
Product platforms in new product development 146
Technological leap frogging 146
Competing on innovation and design 148
Consumer products as competitive platforms 149
Impact of information technology 150
Market consolidation and product standardization 151
Market differences and the domino effect 153
New products and prime mover markets 54
Product category life cycles 155
Summary 157
Questions 158
References 158
9 The industrial products firm 159
Nature of industrial markets 160
Network of international relationships 161
Markets as international networks 162
Organizing for industrial buying 163
Industrial buying process 63
Assessing international competitive positions 166
Sources of international competitive advantage 166
Segmenting industrial product markets 167
Monitoring international market segments 168
Developing market positions 169
Industrial product development 71
Routes to international markets 172
Summary 174
Questions 174
References 175
xii ¦ Contents ¦
10 The services firm 176
Growth of services in world markets 176
Nature of services in international marketing 177
Constraints on the international service firm 178
Motivations for internationalization in the service firm 180
International marketing of services 182
Coping with service intangibility 182
Personal contact in services 183
Standardization and customization of services 184
Scale and cultural effects 184
Integrated international marketing strategy for services 185
Restrictions on international marketing of services 186
Summary 187
Questions 187
References 188
11 Building the global brand 189
Branding phenomenon in international markets 190
Characteristics of a global brand 191
International brand strategies 193
Impact of brand popularity 193
Country of origin effects 193
Building and communicating brand values 195
Brand positioning in international markets 196
Harmonizing brand strategies 197
International brand life cycles 198
Brand extensions in international markets 199
Protecting the brand 201
Avoiding management traps 201
Counterfeiting and forgeries 201
Brands in the grey market 203
Summary 204
Questions 204
References 205
12 Selecting international markets 206
International market selection process 206
Segmenting international markets 207
Generic market segmentation 208
Strategic country groups 209
Geographic market segmentation 209
Cultural market segmentation 210
Country segmentation variables 211
Contents ¦ xiii
Mechanics of international market selection 212
Opportunistic selection of international markets 212
Systematic selection of international markets 213
Industry market potential 215
Company sales potential 216
Evolution from opportunistic to systematic market selection 217
Role of information 218
Managing international product market complexity 219
Summary 221
Questions 221
References 222
Part III Strategic challenge of international market entry
13 Market entry exporting 225
Nature of exporting 225
Entering foreign markets through exporting 225
Exporting and commitment to internationalization 226
Determinants of export behaviour 227
Experience and uncertainty effects 227
Acquiring knowledge of export markets 228
Export decision process 229
Behavioural and firm specific influences 229
Model of the export decision process 230
Direct export stimuli 231
Latent influences on export decisions 231
Export decision maker 232
Size of firm and exporting activity 234
Export marketing groups 234
Costs and competitiveness of exporting 236
Summary 237
Questions 238
References 238
14 Market entry strategic alliances 240
Nature of strategic alliances 240
Basis for a strategic alliance 241
Marketing partnership agreements 242
Licensing to enter international markets 243
Benefits of licensing 244
Impact of licensing on cash flow 244
Prerequisites of successful licensing 245
Assymetry in negotiating international licences 245
xiv ¦ Contents
Franchising to enter international markets 246
Nature of franchising 246
Attraction of franchising as mode of entry 247
Joint ventures to enter international markets 248
Benefits of international joint ventures 249
Access to resources and markets 250
Joint ventures and host country policies 251
Stability of international joint ventures 253
Conditions for joint venture success 254
Selecting a partner for a strategic alliance 256
Evaluation of strategic alliances 258
Summary 260
Questions 261
References 261
15 Market entry acquisition and direct investment 263
Obtaining locational advantage 264
Acquisition 264
Nature of foreign acquisitions 265
Success factors in acquisitions 266
Disadvantages of foreign acquisitions 267
Sequenced international acquisitions 267
Public policy and cross border acquisitions 268
Foreign direct investment 269
Determinants of location of foreign direct investment 270
Motives for foreign direct investment 271
Managerial motives for foreign direct investment 272
Operating efficiency and risk reduction 273
Market development and government policy 274
Evaluation of new foreign ventures and acquisitions 276
Comparison of acquisitions and new ventures 276
Management view of foreign direct investment 277
Summary 278
Questions 278
References 279
16 Market entry a strategic approach 280
Dynamics of international market entry 280
International market entry concept and modes 282
Appropriate market entry mode 282
Choosing the entry mode 283
Framework for international market entry 284
Market concentration and market diversification 284
Market entry strategy and competition 286
Linking market strategy, complexity and entry 286
Contents ¦ xv
Selecting mode of international market entry 288
Entering new international product markets 288
Determining optimum international market entry strategies 289
Choosing an entry mode for services 292
Sequencing international market entry 294
Summary 296
Questions 296
References 297
Part IV International marketing operations
17 Channels of international distribution 301
Nature of international channels of distribution 301
Role of channel intermediaries 303
Integrated channels for international distribution 304
Constraints on channel design 304
Structure and function of channels of distribution 305
Functions of the international channel 308
Selecting an international intermediary 308
Trade offs and conflict in the distribution channel 309
Cost effectiveness and control in international distribution channels 311
Cost effectiveness in international channels of distribution 311
Cross border cooperation, conflict and trust 313
Improving channel performance 315
Power in international channels of distribution 316
Channel leadership and sources of power 317
Market interactivity and shifts in channel power 319
International direct distribution 320
Intermediaries and the Internet 321
Direct cross border shipments 324
Summary 325
Questions 325
References 326
18 Pricing in international markets 3;8
General influences on international pricing 328
Technology and competition 329
Government policies on pricing 330
Transfer pricing in international markets 330
Impact of exchange rates 33!
Fluctuating exchange rates and price volatility 33 ^
Coping with exchange rate movements 332
Strategic responses 334
Standardized international prices 335
xvi ¦ Contents
Framework for pricing in international markets 335
Cost approaches to international pricing 336
Pricing and distribution channels 338
Price escalation in international channels 339
Market based pricing in international markets 341
Life cycle effects on international pricing 343
Pricing for exporting competitiveness 345
Summary 346
Questions 346
References 347
19 Selling and negotiating in international markets 348
Selling and negotiating in international marketing 348
Nature of international marketing exchanges 349
International marketing negotiations 350
Buyer seller communications 350
Cultural filters and noise 351
Fields of cultural experience 352
Culture and effective communication 353
Impact of context on communication 354
Selling and negotiating strategies 355
Convergence of buying and selling 355
The buying process 356
Stages in the selling process 357
Selling and promoting industrial products 359
Selling industrial products 359
Promoting industrial products 360
Cultural integration of negotiation and selling 360
Negotiation and discrete exchanges 361
Competitive negotiation style 361
Collaborative negotiation style 362
Bridging cultural differences in negotiations 363
Relationship domains in international marketing 364
The international sales team 365
Selecting the team 366
Summary 368
Questions 368
References 369
20 International marketing operations and performance 371
Strategic planning framework 371
Elements of strategic planning framework 374
Company mission 374
Shared purpose and values 374
Distinctive capabilities and measures of success 375
Contents ¦ xvii
Aligning international marketing strategies 376
Marketing performance analysis 377
Marketing performance and growth of the firm 378
Hard and soft performance measures 379
Choosing performance criteria 381
Benchmarking the performance 381
Evaluating international marketing performance 382
Sales performance analysis 382
Current earnings and profits 383
Financial performance criteria 383
Cash flow in international markets 384
Timing of cash flows for international sales growth 385
Size of firm and cash flow 386
Strategic control in international marketing 387
Fundamentals of marketing control 387
Return on international marketing investment 388
Summary 390
Questions 390
References 391
Company index 392
Name index 394
Subject index 399
Companion Website and Instructor resources
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¦ Links to relevant sites on the web
For instructors
¦ Complete, downloadable Instructor s Manual
¦ PowerPoint slides that can be downloaded and used as OHTs
For more information please contact your local Pearson Education sales representative
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|
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| edition | 5. ed. |
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| id | DE-604.BV019819331 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T20:06:51Z |
| institution | BVB |
| isbn | 0273686887 9780273686880 |
| language | English |
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| physical | XXVII, 408 S. graph. Darst. |
| publishDate | 2005 |
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| publisher | Financial Times Prentice Hall |
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| spelling | Bradley, Frank 1942- Verfasser (DE-588)170968529 aut International marketing strategy Frank Bradley 5. ed. Harlow ; London ; Munich [u.a.] Financial Times Prentice Hall 2005 XXVII, 408 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Internationale marketing gtt Marketing international - Gestion Export marketing Management Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Exportmarketing (DE-588)4153393-8 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=013144620&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 1942- International marketing strategy Internationale marketing gtt Marketing international - Gestion Export marketing Management Marketingstrategie (DE-588)4120697-6 gnd Internationales Marketing (DE-588)4125431-4 gnd Exportmarketing (DE-588)4153393-8 gnd |
| subject_GND | (DE-588)4120697-6 (DE-588)4125431-4 (DE-588)4153393-8 |
| 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 |
| title_sort | international marketing strategy |
| topic | Internationale marketing gtt Marketing international - Gestion Export marketing Management Marketingstrategie (DE-588)4120697-6 gnd Internationales Marketing (DE-588)4125431-4 gnd Exportmarketing (DE-588)4153393-8 gnd |
| topic_facet | Internationale marketing Marketing international - Gestion Export marketing Management Marketingstrategie Internationales Marketing Exportmarketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013144620&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT bradleyfrank internationalmarketingstrategy |