initiation of internationalization
Chapter 2 initiation of internationalization
Case study 2.1 lifeStraw Vestergaard-Frandsen transforms dirty water into clean drinking water www.vestergaard-frandsen.com
Switzerland World (developing countries)
✓ ✓
Case study 2.2 elvis Presley enterprises inc. (ePe) Internationalization of a cult icon www.elvis.com
US World ✓
Video case study 2.3 tomS Shoes www.tomsshoes.com
US World (developing countries)
✓
Chapter 3 internationalization theories
Case study 3.1 Zumba A dance phenomenon is going global www.zumba.com
US World ✓ ✓
Case study 3.2 DreamWorks Classics Internationalization of Postman Pat www.classicmedia.tv
UK World ✓
Video case study 3.3 reebok (9.09) www.reebok.com and www.adidas-group.com
US World ✓ ✓
Chapter 4 Development of the firm’s international competitiveness
Case study 4.1 nintendo Wii Nintendo’s Wii took first place in the world market – but it didn’t last www.nintendo.com
Japan World ✓ ✓
Case study 4.2 microsoft ‘Surface’ tablet The software producer is moving into the hardware tablet PC market and challenging Apple www.microsoft.com/surface
US World ✓ ✓
Video case study 4.3 nike (14.03) www.nike.com
US World ✓
table 1 Chapter case studies: overview (the video case studies can be viewed at www.pearsoned.co.uk/hollensen)
PREFACExxiv
Chapter Case study title, subtitle and related websites
Country/area of company headquarters
Geographical target area
target market
b2b b2C
Chapter 5 Global marketing research
Case study 5.1 teepack Spezialmaschinen GmbH Organizing a global survey of customer satisfaction www.teepack.com
Germany World ✓
Case study 5.2 leGo friends The world’s third largest toy manufacturer is moving into the girl’s domain www.lego.com
Denmark World ✓
Video case study 5.3 Ziba www.ziba.com
US US, World ✓ ✓
Chapter 6 the political and economic environment
Case study 6.1 G-20 and the economic and financial crises: what on earth is globalization about? Massive protests during a meeting in Mexico City, June 2012 www.g20.org www.londonsummit.gov.uk
US World ✓ ✓
Case study 6.2 Sauer-Danfoss Which political/economic factors would affect a manufacturer of hydraulic components? www.sauer-danfoss.com
Denmark, US, Germany
World ✓
Video case study 6.3 Debate on globalization (15.44) No website available
US US ✓ ✓
Chapter 7 the sociocultural environment
Case study 7.1 Cirque du Soleil inc. The show that revolutionized the circus arts is expanding its global scope www.cirquedusoleil.com
Canada World ✓
Case study 7.2 ikea catalogue Are there any cultural differences? www.ikea.com
Sweden, Holland
World ✓
Video case study 7.3 Communicating in the global world No website available
✓ ✓
Chapter 8 the international market selection process
Case study 8.1 tata nano International market selection with the world’s cheapest car
India World (emerging countries)
✓ ✓
Case study 8.2 Philips lighting Screening markets in the Middle East www.philips.com
Holland World ✓
table 1 Continued
PREFACE xxv
Chapter Case study title, subtitle and related websites
Country/area of company headquarters
Geographical target area
target market
b2b b2C
Video case study 8.3 Hasbro (9.42) www.hasbro.com
US World ✓
Chapter 9 Some approaches to the choice of entry mode
Case study 9.1 Jarlsberg The king of Norwegian cheeses is deciding on entry modes into new markets www.jarlsberg.com
Norway World ✓ ✓
Case study 9.2 ansell condoms Is acquisition the right way to gain market shares in the European condom market? www.anselleurope.com www.lifestylesplay.com
Australia, Belgium
Europe, World
✓
Video case study 9.3 Understanding entry modes into the Chinese market (16.33) No website available
World China ✓
Chapter 10 export modes
Case study 10.1 lysholm linie aquavit International marketing of the Norwegian Aquavit brand www.linie-aquavit.com
Norway Germany, the rest of the world
✓ ✓
Case study 10.2 Parle Products An Indian biscuit manufacturer is seeking agents and cooperation partners in new export markets www.parleproducts.com
India World ✓ ✓
Video case study 10.3 Honest tea (8.25) www.honesttea.com
US World, US ✓
Chapter 11 intermediate entry modes
Case study 11.1 Hello kitty Can the cartoon cat survive the buzz across the world? www.sanrio.com
Japan World ✓ ✓
Case study 11.2 ka-boo-ki Licensing in the LEGO brand www.kabooki.com
Denmark World ✓ ✓
Video case study 11.3 marriott (9.36) www.marriott.com
US World ✓ ✓
Chapter 12 Hierarchical modes
Case study 12.1 Polo ralph lauren Polo moves distribution for South-east Asia in-house www.ralphlauren.com
US World, Asia ✓ ✓
table 1 Continued
PREFACExxvi
Chapter Case study title, subtitle and related websites
Country/area of company headquarters
Geographical target area
target market
b2b b2C
Case study 12.2 Durex condoms SSL will sell Durex condoms in the Japanese market through its own organization www.durex.com
UK World ✓ ✓
Video case study 12.3 Starbucks (13.04) www.starbucks.com
US World ✓ ✓
Chapter 13 international sourcing decisions and the role of the subsupplier
Case study 13.1 arm Challenging Intel in the world market of computer chips www.arm.com
UK World ✓
Case study 13.2 bosch indego How to build B2B and B2C relationships in a new global product market – robotic lawnmowers www.bosch.com
Germany World ✓ ✓
Video case study 13.3 eaton Corporation (9.52) www.eaton.com
US World ✓
Chapter 14 Product decisions
Case study 14.1 Danish klassic Launch of a cream cheese in Saudi Arabia www.arla.com (regarding the Puck brand)
Denmark Saudi Arabia Middle East
✓ ✓
Case study 14.2 Zippo manufacturing Company Has product diversification beyond the lighter gone too far? www.zippo.com
US World ✓ ✓
Video case study 14.3 Swiss army (9.07) www.swissarmy.com
Switzerland US, World ✓
Chapter 15 Pricing decisions and terms of doing business
Case study 15.1 Harley-Davidson Does the image justify the price level? www.harley-davidson.com
US US, Europe ✓
Case study 15.2 Gillette Co. Is price standardization possible for razor blades? www.gillette.com
US World ✓ ✓
Video case study 15.3 Vaseline pricing strategy www.vaseline.com
US US, World ✓
Chapter 16 Distribution decisions
Case study 16.1 De beers Forward integration into the diamond industry value chain www.debeers.com
South Africa, UK, Luxembourg
Europe, World
✓ ✓
table 1 Continued
PREFACE xxvii
Chapter Case study title, subtitle and related websites
Country/area of company headquarters
Geographical target area
target market
b2b b2C
Case study 16.2 tupperware The global direct distribution model is still working www.tupperware.com
US World ✓ ✓
Video case study 16.3 DHl www.dhl.com
Germany World ✓
Chapter 17 Communication decisions
Case study 17.1 Helly Hansen Sponsoring fashion clothes in the US market www.hellyhansen.com
Norway US ✓ ✓
Case study 17.2 morgan motor Company Can the British retro sports car brand still be successful after 100 years? www.morgan-motor.co.uk
UK World (Europe and US)
✓ ✓
Video case study 17.3 bmW motorcycles (12.04) www.bmwmotorcycles.com www.bmw.com
Germany US, World ✓ ✓
Chapter 18 Cross-cultural sales negotiations
Case study 18.1 ZamZam Cola Marketing of a ‘Muslim’ cola from Iran to the European market
Iran Europe, Middle East
✓ ✓
Case study 18.2 toto The Japanese toilet manufacturer seeks export opportunities for its high-tech brands in the US www.toto.jp/en/
Video case study 18.3 Dunkin’ Donuts (10.30) www.DunkinDonuts.com www.dunkinbrands.com
Chapter 19 organization and control of the global marketing programme
Case study 19.1 mars inc. Merger of the European food, pet care and confectionery divisions www.mars.com
US World ✓ ✓
Case study 19.2 Henkel Should Henkel shift to a more customer- centric organization? www.henkel.com
Germany World ✓ ✓
Video case study 19.3 mcDonald’s (36.55) www.mcdonalds.com
US World ✓
table 1 Continued
PREFACExxviii
Part Case study title, subtitle and related websites
Country/area of company headquarters
Geographical target area
target market
b2b b2C
Part i the decision whether to internationalize
Part video case study Cisco Systems www.cisco.com
USA World ✓
Case study I.1 Zara The Spanish retailer goes to the top of world fashion www.inditex.com/en
Spain World ✓ ✓
Case study I.2 manchester United Still trying to establish a global brand www.manutd.com
UK World, US ✓ ✓
Case study I.3 adidas The No. 2 in the global sportswear market is challenging the No. 1, Nike www.adidas.com
Germany World ✓ ✓
Case study I.4 Cereal Partners Worldwide (CPW) The No. 2 world player is challenging the No. 1, Kellogg www.cerealpartners.com
Switzerland, US
World ✓