Global Marketing Management A Casebook

by Quelch, John A.; Bartlett, Christopher

• ISBN13: 9780324322842
• ISBN10: 0324322844
• Edition: 1st
• Format: Paperback
• Copyright: 2005-03-02
• Publisher: South-Western College Pub

Summary

Sometimes a story communicates more than the best instructor could ever articulate. GLOBAL MARKETING MANAGEMENT uses Harvard cases to examine the factors that affect marketing of goods and services worldwide and illustrate how top companies are overcoming the challenges facing the expanded global marketplace. The biggest hurdle to your business' success may be developing the organizational capabilities and managerial competencies to implement a clearly defined strategic intent. Discover what companies like Reebok, Gillette, DHL, Tesco, and others did to increase their competitive advantage in the global marketplace in GLOBAL MARKETING MANAGEMENT.

Author Biography

Christopher Bartlett is the Thomas D. Casserly, Jr. Professor of Business Administration at Harvard Graduate School of Business Administration. John Quelch is Senior Associate Dean for International Development at Harvard Business School.

Table of Contents

Part I Designing Strategies for Global Competition	1	(76)
Philips vs. Matsushita: A New Century, A New Round	4	(15)
Global Wine Wars: New World Challenges Old (A)	19	(19)
Tesco Plc.	38	(16)
Li Et Fung: Beyond "Filling in the Mosaic," 1995-1998	54	(15)
Hikma Pharmaceuticals	69	(8)
Part II Global Expansion Strategies	77	(112)
Bajaj Auto Ltd.	80	(24)
Mary Kay Cosmetics: Asian Market Entry	104	(28)
Real Madrid Club de Futbol	132	(19)
Brioni	151	(20)
BRL Hardy: Globalizing an Australian Wine Company	171	(18)
Part III Global Marketing Programs	189	(106)
Sony Corporation: Car Navigation Systems	192	(33)
Planet Reebok (A)	225	(28)
Heineken N.V.: Global Branding and Advertising	253	(9)
DHL Worldwide Express	262	(16)
Acer America: Development of the Aspire	278	(17)
Part IV Marketing in Emerging Markets	295	(88)
Zucamor S.A.: Global Competition in Argentina	298	(20)
Jollibee Foods Corporation (A): International Expansion	318	(17)
Harlequin Romances - Poland (A)	335	(21)
Gillette Indonesia	356	(12)
Koc Holding: Arcelik White Goods	368	(15)
Part V Managing International Partners and Alliances	383	(104)
Loctite Corporation - International Distribution	386	(17)
Pechazur	403	(20)
Milkpak Limited - International Joint Venture	423	(15)
MasterCard and World Championship Soccer	438	(26)
WWF	464	(23)
Part VI Organizing and Managing Global Marketing Operations	487	(96)
McKinsey Et Company: Managing Knowledge and Learning	491	(16)
PEtG Japan: The SK-II Globalization Project	507	(18)
Silvio Napoli at Schindler India (A)	525	(15)
Samsung Electronics Company: Global Marketing Operations	540	(27)
Bausch Et Lomb: Regional Organization	567	(16)
Part VII Social Enterprise and Global Marketing	583
Genzyme's Gaucher Initiative: Global Risk and Responsibility	587	(18)
IBM On Demand Community	605	(12)
ACCION International	617	(26)
Amnesty International	643	(20)
World Vision International's AIDS Initiative: Challenging a Global Partnership	663