Kristiaan Helsen has been Associate Professor of Marketing at the Hong Kong University of Science and technology (HKUST) since 1995. Prior to joining HKUST, he was on the faculty of the University of Chicago for five years. He has lectured at Nijenrode University (Netherlands), Purdue University, the Catholic University of Lisbon, and CEIBS (Shanghai). Dr. Helsen received his Ph.D. in Marketing from the Wharton School of the University of Pennsylvania.
His research areas include promotional strategy, competitive strategy, and hazard rate modeling. His articles have appeared in journals such as Marketing Science, Journal of Marketing, Journal of Marketing Research, and European Journal of Operations research, among others. Dr. Helsen is on the editorial boards of the International Journal of Research in Marketing and the Journal of Marketing.
Globalization Imperative | p. 1 |
Why Global Marketing is Imperative | p. 2 |
Globalization of Markets: Convergence and Divergence | p. 8 |
International Trade versus International Business | p. 10 |
Who Manages International Trade? | p. 11 |
Evolution of Global Marketing | p. 12 |
What is Marketing? | p. 12 |
Domestic Marketing | p. 13 |
Export Marketing | p. 15 |
International Marketing | p. 16 |
Multinational Marketing | p. 16 |
Global Marketing | p. 17 |
The Impact of Economic Geography and Climate on Global Marketing | p. 18 |
Short Cases | p. 22 |
Theories of International Trade and the Multinational Enterprise | p. 23 |
Economic Environment | p. 31 |
Intertwined World Economy | p. 32 |
Foreign Direct Investment | p. 35 |
Portfolio Investment | p. 36 |
Country Competitiveness | p. 38 |
Changing Country Competitiveness | p. 38 |
Human Resources and Technology | p. 38 |
Emerging Economies | p. 40 |
China | p. 42 |
India | p. 46 |
Russia | p. 51 |
Evolution of Cooperative Global Trade Agreements | p. 55 |
General Agreements on Tariffs and Trade | p. 55 |
World Trade Organization | p. 56 |
Information Technology and the Changing Nature of Competition | p. 61 |
Value of Intellectual Property in Information Age | p. 61 |
Proliferation of E-Commerce and Regulations | p. 63 |
Regional Economic Arrangements | p. 64 |
Free Trade Area | p. 64 |
Customs Union | p. 67 |
Common Market | p. 67 |
Monetary Union | p. 67 |
Political Union | p. 67 |
Multinational Corporations | p. 68 |
Short Cases | p. 72 |
Financial Environment | p. 75 |
Historical Role of The U.S. Dollar | p. 76 |
Development of the Current International Monetary System | p. 77 |
The Bretton Woods Conference | p. 77 |
The International Monetary Fund | p. 78 |
The International Bank for Reconstruction and Development | p. 79 |
Fixed versus Floating Exchange Rates | p. 80 |
Currency Blocs | p. 80 |
Foreign Exchange And Foreign Exchange Rates | p. 82 |
Purchasing Power Parity | p. 82 |
Forecasting Exchange Rate Fluctuation | p. 84 |
Coping with Exchange Rate Fluctuations | p. 84 |
Spot versus Forward Foreign Exchange | p. 86 |
Exchange Rate Pass-Through | p. 87 |
Balance of Payments | p. 89 |
The Internal and External Adjustments | p. 91 |
Economic and Financial Turmoil Around the World | p. 93 |
Asian Financial Crisis and Its Aftermath | p. 93 |
The South American Financial Crisis and Its Aftermath | p. 95 |
Financial Crises in Perspective | p. 96 |
Responses to the Regional Financial Crises | p. 96 |
Marketing in Euro-Land | p. 99 |
Historical Background | p. 99 |
Ramifications of the Euro for Marketers | p. 102 |
Short Cases | p. 107 |
Global Cultural Environment and Buying Behavior | p. 110 |
Definition of Culture | p. 112 |
Elements of Culture | p. 113 |
Material Life | p. 113 |
Language | p. 114 |
Social Interactions | p. 117 |
Aesthetics | p. 118 |
Religion | p. 121 |
Education | p. 123 |
Value Systems | p. 124 |
Cross-Cultural Comparisons | p. 127 |
High- versus Low-Context Cultures | p. 127 |
Hofstede's Classification Scheme | p. 128 |
Project Globe | p. 131 |
World Value Survey (Wvs) | p. 131 |
Adaptation To Cultures | p. 133 |
Culture and The Marketing Mix | p. 135 |
Product Policy | p. 135 |
Pricing | p. 136 |
Distribution | p. 137 |
Promotion | p. 137 |
Organizational Cultures | p. 138 |
Global Account Management (GAM) | p. 140 |
Global Accounts' Requirements | p. 140 |
Managing Global Account Relationships | p. 141 |
Global Customer Relationship Management (CRM) | p. 142 |
Motivations | p. 143 |
Gains from CRM | p. 143 |
Challenges | p. 144 |
Guidelines for Successful CRM Implementation | p. 144 |
Short Cases | p. 147 |
Political and Legal Environments | p. 149 |
Political Environment-Individual Governments | p. 150 |
Home Country versus Host Country | p. 150 |
Structure of Government | p. 152 |
Government Policies and Regulations | p. 153 |
Political Environment-Social Pressures and Political Risk | p. 161 |
Social Pressures and Special Interests | p. 162 |
Management of the Political Environment | p. 163 |
Terrorism and The World Economy | p. 168 |
International Agreements | p. 170 |
Group of Seven (G-7) and Group of Eight (G-8) | p. 171 |
Coordinating Committee for Multilateral Controls (COCOM) | p. 172 |
International Law and Local Legal Environment | p. 172 |
International Law | p. 173 |
Local Legal Systems and Laws | p. 173 |
Jurisdiction | p. 177 |
Issues Transcending National Boundaries | p. 177 |
ISO 9000 and 14000 | p. 177 |
Intellectual Property Protection | p. 178 |
International Treaties for Intellectual Property Protection | p. 183 |
Antitrust Laws of the United States | p. 184 |
Antitrust Laws of the European Union | p. 187 |
U.S. Foreign Corrupt Practices Act of 1977 | p. 187 |
Short Cases | p. 193 |
Global Marketing Research | p. 196 |
Research Problem Formulation | p. 198 |
Secondary Global Marketing Research | p. 200 |
Secondary Data Sources | p. 200 |
Problems with Secondary Data Research | p. 202 |
Primary Global Marketing Research | p. 203 |
Focus Groups | p. 204 |
Survey Methods for Cross-Cultural Marketing Research | p. 205 |
Market Size Assessment | p. 209 |
Method of Analogy | p. 209 |
Trade Audit | p. 212 |
Chain Ratio Method | p. 212 |
Cross-Sectional Regression Analysis | p. 213 |
New Market Information Technologies | p. 214 |
Management of Global Marketing Research | p. 217 |
Selecting a Research Agency | p. 217 |
Coordination of Multicountry Research | p. 217 |
Global Segmentation and Positioning | p. 222 |
Reasons For International Market Segmentation | p. 223 |
Country Screening | p. 223 |
Global Marketing Research | p. 224 |
Entry Decisions | p. 224 |
Positioning Strategy | p. 224 |
Resource Allocation | p. 225 |
Marketing Mix Policy | p. 225 |
International Market Segmentation Approaches | p. 227 |
Segmentation Scenarios | p. 229 |
Bases For Country Segmentation | p. 230 |
Demographics | p. 231 |
Socioeconomic Variables | p. 231 |
Behavior-Based Segmentation | p. 235 |
Lifestyle | p. 235 |
International Positioning Strategies | p. 237 |
Uniform versus Localized Positioning Strategies | p. 237 |
Universal Positioning Appeals | p. 240 |
Global, Foreign, and Local Consumer Culture Positioning | p. 241 |
Short Cases | p. 245 |
Segmentation Tools | p. 246 |
Global Marketing Strategies | p. 248 |
Information Technology and Global Competition | p. 249 |
Electronic Commerce (E-Commerce) | p. 249 |
Real-Time Management | p. 251 |
Online Communication | p. 251 |
E-Company | p. 252 |
Faster Product Diffusion | p. 252 |
Global Citizenship | p. 253 |
Global Strategy | p. 253 |
Global Industry | p. 253 |
Competitive Structure | p. 256 |
Gaining Competitive Advantage | p. 259 |
Interdependency | p. 263 |
Global Marketing Strategy | p. 263 |
Benefits of Global Marketing | p. 264 |
Limits to Global Marketing | p. 266 |
Regionalization of Global Marketing Strategy | p. 269 |
Cross-Subsidization of Markets | p. 269 |
Identification of Weak Market Segments | p. 272 |
Use of the "Lead Market" Concept | p. 272 |
Marketing Strategies for Emerging Markets | p. 274 |
Competitive Analysis | p. 275 |
Short Cases | p. 279 |
Global Market Entry Strategies | p. 283 |
Selecting The Target Market | p. 284 |
Choosing The Mode of Entry | p. 286 |
Decision Criteria for Mode of Entry | p. 286 |
Mode-of-Entry Choice: A Transaction Cost Explanation | p. 290 |
Exporting | p. 291 |
Licensing | p. 293 |
Benefits | p. 293 |
Caveats | p. 294 |
Franchising | p. 295 |
Benefits | p. 295 |
Caveats | p. 295 |
Contract Manufacturing (Outsourcing) | p. 296 |
Benefits | p. 297 |
Caveats | p. 297 |
Expanding Through Joint Ventures | p. 298 |
Benefits | p. 299 |
Caveats | p. 299 |
Drivers Behind Successful International Joint Ventures | p. 300 |
Entering New Markets Through Wholly Owned Subsidiaries | p. 302 |
Benefits | p. 303 |
Caveats | p. 303 |
Acquisitions and Mergers | p. 303 |
Greenfield Operations | p. 305 |
Creating Strategic Alliances | p. 305 |
Types of Strategic Alliances | p. 305 |
The Logic behind Strategic Alliances | p. 306 |
Cross-Border Alliances That Succeed | p. 306 |
Timing of Entry | p. 307 |
Exit Strategies | p. 309 |
Reasons for Exit | p. 309 |
Risks of Exit | p. 310 |
Guidelines | p. 311 |
Short Cases | p. 315 |
Alternative Country Screening Procedure | p. 317 |
Global Sourcing Strategy | p. 318 |
Extent and Complexity of Global Sourcing Strategy | p. 320 |
Trends In Global Sourcing Strategy | p. 323 |
The Decline of the Exchange Rate Determinism of Sourcing | p. 324 |
New Competitive Environment Caused by Excess Worldwide Capacity | p. 324 |
Innovations in and Restructuring of International Trade Infrastructure | p. 324 |
Enhanced Role of Purchasing Managers | p. 325 |
Trend toward Global Manufacturing | p. 325 |
Value Chain and Functional Interfaces | p. 327 |
R&D/Manufacturing Interface | p. 328 |
Manufacturing/Marketing Interface | p. 330 |
Marketing/R&D Interface | p. 332 |
Procurement: Types of Sourcing Strategy | p. 333 |
Intrafirm Sourcing | p. 334 |
Outsourcing (Contract Manufacturing) | p. 335 |
Long-Term Consequences of Global Sourcing | p. 338 |
Sustainable versus Transitory Core Competencies | p. 339 |
Benefits of Virtual Network | p. 340 |
Outsourcing of Service Activities | p. 341 |
Short Cases | p. 346 |
Global Product Policy Decisions I: Developing New Products for Global Markets | p. 349 |
Global Product Strategies | p. 351 |
Product and Communication Extension-Dual Extension | p. 351 |
Product Extension-Communications Adaptation | p. 351 |
Product Adaptation-Communications Extension | p. 352 |
Product and Communications Adaptation-Dual Adaptation | p. 352 |
Product Invention | p. 353 |
Standardization Versus Customization | p. 353 |
Multinational Diffusion | p. 357 |
Development of New Products for Global Markets | p. 359 |
Identifying New Product Ideas | p. 359 |
Screening | p. 360 |
Concept Testing | p. 362 |
Test Marketing | p. 365 |
Timing of Entry: Waterfall versus Sprinkler Strategies | p. 366 |
Truly Global Innovation | p. 369 |
Global Product Policy Decisions II: Marketing Products and Services | p. 373 |
Global Branding Strategies | p. 374 |
Global Branding | p. 374 |
Local Branding | p. 378 |
Global or Local Branding? | p. 379 |
Brand-Name Changeover Strategies | p. 383 |
Private Label Branding (Store Brands) | p. 386 |
Umbrella Branding | p. 387 |
Brand Name Protection | p. 388 |
Management of Multinational Product Lines | p. 389 |
Product Piracy | p. 393 |
Strategic Options against Product Piracy | p. 393 |
Country-of-Origin (COO) Stereotypes | p. 395 |
Country-of-Origin Influences on Consumers | p. 397 |
Strategies to Cope with COO Stereotypes | p. 398 |
Global Marketing of Services | p. 399 |
Challenges in Marketing Services Internationally | p. 399 |
Opportunities in the Global Service Industries | p. 400 |
Global Service Marketing Strategies | p. 401 |
Short Cases | p. 404 |
Global Pricing | p. 407 |
Drivers of Foreign Market Pricing | p. 408 |
Company Goals | p. 408 |
Company Costs | p. 409 |
Customer Demand | p. 410 |
Competition | p. 410 |
Distribution Channels | p. 412 |
Government Policies | p. 413 |
Managing Price Escalation | p. 413 |
Pricing In Inflationary Environments | p. 414 |
Global Pricing and Currency Movements | p. 416 |
Currency Gain/Loss Pass Through | p. 417 |
Currency Quotation | p. 420 |
Transfer Pricing | p. 420 |
Determinants of Transfer Prices | p. 420 |
Setting Transfer Prices | p. 421 |
Minimizing the Risk of Transfer Pricing Tax Audits | p. 422 |
Global Pricing and Antidumping Regulation | p. 424 |
Price Coordination | p. 425 |
Global-Pricing Contracts (GPCs) | p. 426 |
Aligning Pan-Regional Prices | p. 427 |
Implementing Price Coordination | p. 429 |
Countertrade | p. 429 |
Forms of Countertrade | p. 429 |
Motives behind Countertrade | p. 431 |
Shortcomings of Countertrade | p. 432 |
Short Cases | p. 436 |
Communicating With The World Consumer | p. 438 |
Global Advertising and Culture | p. 439 |
Language Barriers | p. 439 |
Other Cultural Barriers | p. 441 |
Global Advertising Budget | p. 443 |
Percentage of Sales Method | p. 443 |
Competitive Parity Method | p. 443 |
Objective-and-Task Method | p. 444 |
Resource Allocation | p. 445 |
Creative Strategy | p. 446 |
The Standardization versus Adaptation Debate | p. 446 |
Merits of Standardization | p. 446 |
Barriers to Standardization | p. 448 |
Approaches to Creating Advertising Copy | p. 449 |
Global Media Decisions | p. 452 |
Media Infrastructure | p. 452 |
Media Limitations | p. 453 |
Recent Developments in the Global Media Landscape | p. 454 |
Advertising Regulations | p. 457 |
Choice of An Advertising Agency | p. 460 |
Coordination of International Advertising | p. 461 |
Monetary Incentives (Cooperative Advertising) | p. 462 |
Advertising Manuals | p. 462 |
Lead-Country Concept | p. 462 |
Global or Pan-Regional Meetings | p. 462 |
Other Forms of Communication | p. 463 |
Sales Promotions | p. 464 |
Direct Marketing | p. 465 |
Event Sponsorships | p. 466 |
Trade Shows | p. 467 |
Globally Integrated Marketing Communications (GIMC) | p. 469 |
Short Cases | p. 472 |
Sales Management | p. 475 |
Market Entry Options and Salesforce Strategy | p. 477 |
Role of Foreign Governments | p. 480 |
Cultural Considerations | p. 480 |
Personal Selling | p. 480 |
Cultural Generalization | p. 481 |
Corporate (Organizational) Culture | p. 482 |
Relationship Marketing | p. 483 |
Myers-Briggs Type Indicator | p. 483 |
Impact of Culture On Sales Management and Personal Selling Process | p. 485 |
Salesforce Objectives | p. 486 |
Salesforce Strategy | p. 487 |
Recruitment and Selection | p. 488 |
Training | p. 488 |
Supervision | p. 489 |
Evaluation | p. 491 |
Cross-Cultural Negotiations | p. 491 |
Stages of Negotiation Process | p. 492 |
Cross-Cultural Negotiation Strategies | p. 492 |
Expatriates | p. 495 |
Advantages of Expatriates | p. 496 |
Difficulties of Sending Expatriates Abroad | p. 496 |
The Return of the Expatriate-Repatriation | p. 500 |
Generalizations about When Using Expatriates Is Positive/Negative | p. 501 |
Short Cases | p. 503 |
Global Logistics and Distribution | p. 506 |
Definition of Global Logistics | p. 507 |
Management of Global Logistics | p. 509 |
Modes of Transportation | p. 510 |
Warehousing and Inventory Management | p. 512 |
Third-Party Logistic (3PL) Management | p. 515 |
Free Trade Zones | p. 518 |
Maquiladora Operation | p. 520 |
Global Retailing | p. 522 |
"Push" versus "Pull" | p. 523 |
On-Time Retail Information Management | p. 524 |
Retailing Differences across the World | p. 526 |
Short Cases | p. 532 |
Export and Import Management | p. 536 |
Organizing for Exports | p. 538 |
Research for Exports | p. 538 |
Export Market Segments | p. 539 |
Indirect Exporting | p. 540 |
Direct Exporting | p. 542 |
Mechanics of Exporting | p. 543 |
Automated Export System (AES) on the Internet | p. 543 |
Legality of Exports | p. 543 |
Export Transactions | p. 545 |
Terms of Shipment and Sale | p. 546 |
Payment Terms | p. 546 |
Currency Hedging | p. 548 |
Role of the Government In Promoting Exports | p. 549 |
Export-Import Bank | p. 550 |
Tariff Concessions | p. 551 |
Export Regulations | p. 552 |
Managing Imports-The Other Side of the Coin | p. 553 |
Mechanics of Importing | p. 555 |
Import Documents and Delivery | p. 556 |
Import Duties | p. 556 |
Gray Markets | p. 557 |
Short Cases | p. 566 |
Planning, Organization, and Control of Global Marketing Operations | p. 569 |
Global Strategic Marketing Planning | p. 570 |
Bottom-Up versus Top-Down Strategic Planning | p. 570 |
Pitfalls | p. 570 |
Key Criteria In Global Organizational Design | p. 571 |
Environmental Factors | p. 571 |
Firm-Specific Factors | p. 572 |
Organizational Design Options | p. 573 |
International Division Structure | p. 573 |
Global Product Division Structure | p. 573 |
Geographic Structure | p. 574 |
Matrix Structure | p. 578 |
The Global Network Solution | p. 579 |
Organizing for Global Brand Management | p. 581 |
Global Branding Committee | p. 581 |
Brand Champion | p. 582 |
Global Brand Manager | p. 582 |
Informal, Ad Hoc Branding Meetings | p. 582 |
Life Cycle of Organization Structures | p. 582 |
Centralization Or Decentralization? | p. 584 |
Control of Global Marketing Efforts | p. 586 |
Formal ("Bureaucratic") Control Systems | p. 586 |
Informal Control Methods | p. 588 |
Soft" versus "Hard" Levers | p. 589 |
Short Cases | p. 592 |
Global Marketing and the Internet | p. 594 |
The Internet and the Global Marketplace | p. 595 |
Asia-Pacific | p. 595 |
Europe | p. 597 |
Latin America | p. 598 |
Structural Barriers To Global E-Commerce | p. 598 |
Language Barriers | p. 598 |
Cultural Barriers | p. 599 |
Infrastructure | p. 600 |
Knowledge Barrier | p. 600 |
Access Charges | p. 602 |
Legal Constraints and Government Regulations | p. 603 |
Use of the Internet for Understanding Global Buyers | p. 604 |
Competitive Advantage and Cyberspace | p. 605 |
Global Internet Consumers | p. 606 |
Internet Ramifications for Global Marketing Strategies | p. 606 |
Globally Integrated versus Locally Responsive Web Marketing Strategies | p. 608 |
One-on-One Marketing | p. 609 |
Product Policy | p. 609 |
Marketing of Services | p. 610 |
Global Pricing | p. 611 |
Distribution | p. 612 |
Global Communication and the Web | p. 615 |
Short Cases | p. 618 |
Cases | p. 621 |
Club Med: Making A Comeback | p. 622 |
Honda in Europe | p. 627 |
Anheuser-Busch International, Inc.: Making Inroads into Brazil and Mexico | p. 632 |
Volkswagen AG Navigates China | p. 637 |
Wal-Mart Operations in Brazil: An Emerging Giant | p. 643 |
Louis Vuitton in Japan: The Magic Touch | p. 648 |
Index | p. 655 |
Table of Contents provided by Ingram. All Rights Reserved. |
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.