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Full Description
International Marketing in Practice features select case studies relating to businesses from various markets and countries facing the challenges and decisions involved when undertaking international marketing.
Across its four sections, the book examines how companies can overcome the challenges of connecting with potential customers in a foreign country through strategic choices around which markets to enter, identifying appropriate modes of entry, successfully adapting their marketing mix for these markets, and leveraging a country-of-origin strategy. The book showcases 11 unique and international case studies grounded in the experiences of real companies of varying sizes, operating in a range of industries. Each case features a case synopsis, learning objectives, a concise narrative, along with stimulating discussion questions for individual cases as well as each section. These compact case studies will enable students to apply concepts to situations in other organizations, thus strengthening their understanding and supporting learning.
This exciting new text is designed as recommended reading on undergraduate and postgraduate International Marketing and International Business courses.
For instructors who teach with the cases, there are accompanying teaching notes available online.
Contents
Part I: Choosing to Enter Foreign Markets 1. Airbnb in China: A Lesson in Deciding an International Market's Attractiveness 2. Laboratoire Astelia: Which Emerging Market(s) Should be the Priority for Their Internationalization Efforts? 3. Hawkers: Which Latin American Market for the Development of the Born-Global Start-Up? Part II: Choosing an Appropriate Entry Mode 4. Aux Merveilleux de Fred: Spreading French Patisserie Know-How Abroad 5. Click&Boat: The Airbnb of the Sea 6. Cabaïa: Expanding Through Owned Stores to Conquer Germany? Part III: Choosing to Adapt the Marketing Mix 7. Can Pret A Manger Balance British and Indian Palates? A Case Study of Market Adaptation 8. A Tale of How Standardization Strategy Is Not Panacea: Uniqlo's Journey in the US 9. Can a Creative, Arty, and "Made in France" Advertising Campaign Help Sell Le Chocolat des Français Worldwide? Part IV: Leveraging the Country-of-Origin Effect 10. Made in Bordeaux: Region-of-Origin (ROO) and Country-of-Origin (COO) Strategies Applied to the Wine Industry. The Case of Château des Fougères - Clos Montesquieu 11. Using Country-of-Origin (COO) as an Internationalization Branding Strategy: L'Occitane au Brésil's Story
