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.
Mobile Telephone Network Operators: Adapting to Rapid Changes in the Market
Mobile Telephone Network Operators: Adapting to Rapid Changes in the Market
The case on the Swedish market for mobile telephony was written for a strategic marketing management module of an industrial organization course. It allows for an analysis of a company's strategic choice decisions in a rapidly changing industry and raises issues around choice of new/divestment of old technologies, strategic decisions concerning network technologies and decisions about vertical integration in distribution. The case takes the position of Telia Mobitel and a newly appointed consultant faced with the task of providing a new strategic plan for the cellular telephone operator, which is a subsidiary of the former state monopolist of telecommunications operations ...