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.
Chapter 7: Honeywell in St Petersburg: Establishing a Strategy for an Undefined Market
Honeywell in St Petersburg: Establishing a Strategy for an Undefined Market
On an unusually warm autumn day in 1992, Dane McSpedon, Office Manager of Honeywell Home and Building Control, St Petersburg, felt the temperature in his office was rising beyond the level of comfort. But there were no valves to regulate the temperature of the radiators: everything was ...