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global marketing
Global Marketing A Decision Oriented Approach 5th Edition Svend Hollensen - Solutions
Characterize the internationalization ‘balance’between standardization and adaptation over the history of Raleigh.
What makes Eaton’s channel management challenging? Why does the company continue to sell through multiple global channels?
Why is the fast-changing marketing environment so crucial to Eaton’s international marketing plan?
What are Eaton’s key challenges in establishing long-term relationships with its new global OEM customers?
How does this case relate to the network model in Chapter 3?
Are there any threats to LM Glasfiber’s strategy in following its key customer abroad?
How should Syngenta interrelate and interact with these actors in order to maximize total added value of the supply chain?
Explain the role of main actors in the value chain.
Try to illustrate the total supply chain (value chain)of Syngenta.
Explain how turnkey contracts differ from conventional subcontracting.
Discuss alternative routes of subcontractor internationalization.
Explain the development of a buyer–seller relationship.
Explore the reasons for international outsourcing.
Describe the role of subcontractors in the vertical chain.
What are a firm’s major motives in deciding to establish manufacturing facilities in a foreign country?
How did Starbucks make the successful transition from a niche to a mainstream marketer? What can the company do to maintain its ‘small company feel’ as it expands globally?
How does Starbucks’ entry into the grocery market affect the company’s relationships with its retail customers?
What could be the main motives for Starbucks in owning most of its coffee houses compared to other entry modes and operation forms?
What are the major barriers to SSL reaching a higher market share for condoms in Japan?
What were the main motives for SSL establishing its own distribution channels for condoms in Japan?
Would you recommend them to take all geographical licenses back in-house, and turn them into hierarchical modes? If not, why?
What may be the main motives for Polo Ralph Lauren to shift the entry mode from licensing to hierarchical mode in South East Asia?
Explain the different determinants that influence the decision to withdraw investments from a foreign market.
Compare and contrast the two investment alternatives: acquisition versus greenfield.
Describe the main hierarchical modes:– domestic-based representatives– resident sales representatives– foreign sales subsidiary– sales and production subsidiary and– region centres.
What values/benefits can the licensee transfer to the licensor?
What values/benefits can LEGO transfer to the licensee (e.g. Ka-Boo-Ki) apart from the use of the LEGO brand?
List some criteria for choosing suitable licensees and future products for the LEGO brand(licensing out).
Which other products could be considered for licensing out the LEGO brand?
What are the most important factors determining future market demand for LEGO children’s clothes from Ka-Boo-Ki?
Suggest the future licensing strategy for Hello Kitty
What are the reasons that Hello Kitty is licensed to so many different product manufacturers?
Do you think that Hello Kitty will continue to rule the world? What are the pros and cons?
Explore different ways of managing a joint venture/strategic alliance.
Explore the reasons for the ‘divorce’ of the two parents in a joint-venture constellation.
Explain the different stages in joint-venture formation.
Discuss the advantages and disadvantages of the main intermediate entry modes.
Describe and understand the main intermediate entry modes:– contract manufacturing;– licensing;– franchising; and– joint venture/strategic alliances.
What procedures should a firm follow in selecting a distributor?
What research method would you recommend for selecting the most suitable agent in Germany?
Discuss how its policies regarding social responsibility helps Honest Tea in its exporting efforts.
What would be the most important issues for Parle Products to discuss with a potential distributor/agent before final preparation of a contract?
How could Parle Products conduct a systematic screening of potential distributors or agents in foreign markets?
What kind of export mode would be most relevant for Parle Products?
Which region of the world would you recommend Parle Products to penetrate as its first choice?
Discuss how manufacturers can influence intermediaries to be effective marketing partners.
Discuss the advantages and disadvantages of the main export modes.
Describe the two main entry modes of direct exporting:– distributor;– agent.
Describe and understand the five main entry modes of indirect exporting:– export buying agent;– broker;– export management company/export house;– trading company; and– piggyback.
Distinguish between indirect, direct and cooperative export modes.
How have Chinese government policies and attitudes towards foreign businesses evolved? How have these changes affected foreign companies’ forms of operations in China?
What have been the challenges and opportunities for foreign companies in establishing collaborative arrangements in China?
What factors do companies consider when determining the best form of operation to use when entering the Chinese market?
What are the pros and cons for Ansell acquiring a European competitor? In your opinion, is it a good idea?
Which entry mode would you recommend for Ansell’s sourcing (purchasing or production) of condoms?
What are the differences between the global strategies of Ansell and the other three competitors?
Identify the factors to consider when choosing a market entry strategy.
Explain how opportunistic behaviour affects the manufacturer/intermediary relationship.
Explore different approaches to the choice of entry mode.
Identify and classify different market entry modes.
Skagen Designs is considering online sale of its watches. What problems and possibilities do you see for the company in this area? On this basis what are your conclusions?
Which criteria should Skagen Designs use for its selection of future sponsor partners?
Skagen Designs has launched other product lines(e.g. sunglasses, branded items for the home) with varying success. What should be the guidelines for including other product lines in the Skagen Designs collection?
Which ‘market entry mode’ should Skagen Designs use on the chosen markets?
Make a specific choice of new markets for Skagen Designs. Table 1 and Table 2 can be used to support your argument.
What screening criteria should Skagen Designs use in connection with its choice of new markets for its watch collection?
Which country or countries outside Europe would you recommend TMWC to concentrate on (use Table 3)?
Which country or countries in Europe (outside Ireland)would you recommend TMWC to concentrate on?
Besides having distribution to the public sector particularly in Africa, Latin America and recently India, FHC is also trying to commercialize the female condom in consumer markets around the world.Where and how should FHC attack consumer markets?
Which screening criteria would you use if FHC had plans to expand into new developing markets?
What are the main cultural barriers for expanding global sales of the female condom?
How would you explain FHC’s internationalization process up to now?
Would it be relevant for Bajaj to enter the North American or western European motor cycle market?
What are the advantages and disadvantages of Bajaj’s international focus market strategy?
Which theory is the most representative of Bajaj’s internationalization process?
What are the most important screening criteria for Hasbro in the IMS?
What demographic changes and social issues might influence the future global market for toys and games?
What are the foundations of Hasbro’s global success?
Suggest another screening model that could be relevant for Philips Lighting to use in the Middle East.
Discuss the appropriateness of the screening model used in this case.
Which world regions and specific countries would you suggest Tata Nano should enter after India and China?
Which screening criteria would you suggest for Tata Nano’s IMS process?
What are the competitive advantages that Tato Motors would enjoy with their Nano in emerging markets?
What could be the main reasons for Tata Motors to enter the global ultra-low-cost car market?
Will entry be concentrated or diversified across international markets?
Will it enter markets incrementally (the waterfall approach) or simultaneously (the shower approach)?
Distinguish between concentration and diversification in market expansion.
Choose among alternative market expansion strategies.
Realize the importance of segmentation in the formulation of the global marketing strategy.
Distinguish between preliminary and fine-grained screening.
Explore how international marketers screen potential markets/countries using secondary and primary data (criteria).
Define international market selection and identify the problems in achieving it.
According to Hofstede and Hall, Asians are (a) more group-oriented, (b) more familyoriented and (c) more concerned with social status. How might such orientations affect the way you market your product to Asian consumers?
This video mentions that some companies have trusted contacts in a country they wish to do business with, while other companies rely on a significant amount of research to learn more about cultural characteristics, etc. What method do you feel is most effective for gathering useful, accurate and
Cultural differences need to be considered when communicating across borders. What characteristics of a country’s culture need to be researched to ensure business success across borders?
Language can be a barrier to effective communication. What steps can a company take to minimize language barriers across borders?
Explain some cultural differences which are illustrated by the two different illustrations of the same product (from the Danish and Chinese IKEA catalogues).
The catalogue is the most important element in IKEA’s global marketing planning. Discuss if there could be some cultural differences in the effectiveness of the catalogue as a marketing tool.
Discuss the advantages and disadvantages of having the same product range shown in all IKEA catalogues around the world?
How should Lifan overcome the cultural differences if they decide to enter the western European market?
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