Summary
Contents
The rich collection of case studies in Cases in Marketing highlights key marketing issues in a context characterized by diversity of markets, competitors, and consumers. Some cases draw on students' ability to think synthetically in dealing with broader strategic issues such as global standardization versus customization, managing the globalization process, internationalization strategies, dealing with international market entrants, rapid change in industries due to global developments, and international marketing. Others draw on students' analytic skills in dealing with issues of a more tactical nature such as market and competitor analysis for international marketing strategy, the collection and use of data in market research, evaluating communication effectiveness, and multifactor portfolio analysis. Together they provide a detailed insight into the practice of marketing across national borders and cultures. This book is a valuable resource for all students of marketing, international marketing, and international business in the United States and Europe.
Illy in Germany: Renewal of Distribution Agreements
Illy in Germany: Renewal of Distribution Agreements
A central theme in international marketing concerns the choice of entry mode in foreign markets. This issue is particularly relevant for small and medium size companies in the initial phases of the internationalization process and when restructuring and rationalization is required. The choice of entry mode for each country must be coherent with a company's strategy, objectives and resources. As resources become increasingly scarce, interest is growing in entry modes based on strategic alliances with other partners.
IIlycaffè is a family-owned company in Italy seeking to export its premium quality espresso coffee to sophisticated consumers around the world. The case questions whether a distribution alliance with another coffee company is more efficient and ...