For every company that is active internationally, a systematically operated cross-national marketing management is indispensable in order to secure its own existence in the long term. The rapid changes on many markets and in many countries also mean that professional information gathering and processing of market-relevant data must take place within the framework of international market research. Based on this data, market-oriented decisions have to be made within international marketing management in order to achieve operational goals.
This book deals not only with the "classic" topics of international marketing, such as international market research and the international use of individual marketing instruments, but also with the various management sub-functions of planning, controlling, organization and human resources management in internationally active companies, each with a specific reference to marketing in the sense of market-oriented corporate management. The theoretically presented correlations are enriched by current data on the relevant framework conditions on international markets, empirical findings on the individual fields of action of international marketing management as well as numerous current examples from entrepreneurial practice. With this comprehensive presentation of international marketing management, the authors address lecturers and students as well as practitioners who deal with marketing issues in an international context.
Author(s): Ralph Berndt, Claudia Fantapié Altobelli, Matthias Sander
Publisher: Springer Gabler
Year: 2023
Language: English
Pages: 603
City: Berlin
Preface
Contents
Part I: International Management and Marketing
Internationalisation and International Marketing Management
1 Development of International Business
2 The Nature of International Marketing Management
3 Motives for Internationalisation
4 Sub-Areas of International Marketing Management
5 Basic Orientations of International Marketing Management
References
The Steps of International Marketing Planning
1 Situation Analysis and Forecast
2 Strategic International Marketing Planning
3 International Marketing Mix
4 Implementing International Activities
5 Control of International Activities
References
Part II: International Marketing Information
The International Marketing Environment
1 Overview
2 Global Environment
2.1 Economic Factors
2.2 Political-Legal Factors
2.3 Socio-cultural Factors
Cultural Dimensions According to Hofstede
2.4 Geographical Factors
The BRICS Countries
3 Industry and Competition
3.1 Industry Structure
3.2 Competitors
3.3 Suppliers
3.4 Customers
3.4.1 End Users
3.4.2 Distributors
4 Company-Specific Factors
4.1 Corporate Objectives and Corporate Culture
4.2 Financial Strength
4.3 Product Features
4.4 Human Resources
4.5 Production Capacity
References
International Market Research
1 Challenges to International Market Research
1.1 Nature of International Market Research
1.2 Requirements to International Market Research
1.3 Equivalence in International Market Research
1.3.1 Developing Equivalent Research Designs
1.3.2 Equivalence of Research Subjects
Equivalence of Human Images
Functional Equivalence
Conceptual Equivalence
Categorical Equivalence
1.3.3 Equivalence of Research Methods
Equivalence of Research Instruments
Equivalence of Interviewing Tactics
Translation Equivalence
Equivalence of Measurement Methods
1.3.4 Equivalence of the Units of Investigation
Sampling Units Equivalence
Sample Selection Equivalence
1.3.5 Equivalence of the Research Situations
Temporal Equivalence
Interaction Equivalence
1.3.6 Equivalence of Data Preparation
1.3.7 Equivalence of Data Analysis
Interpretative Equivalence
Equivalence of Use and Exploitation
2 International Secondary Research
2.1 The Process of International Secondary Research
2.2 Sources of International Secondary Research
2.3 Applications and Limitations of International Secondary Research
3 International Primary Research
3.1 The Process of International Primary Research
3.2 Definition of the Study Population
3.3 Choosing the International Research Methods
3.3.1 Survey
3.3.2 Observation
3.3.3 Experiment
3.4 Measurement, Operationalisation and Scaling
3.5 Sampling
3.6 Data Collection
3.7 Data Preparation
3.8 Data Analysis and Interpretation
3.8.1 Overview
3.8.2 Data Reduction Methods
3.8.3 Classification Methods
3.8.4 Methods for Measuring Relationships
3.8.5 Methods for Measuring Preferences
4 Organisation of International Market Research
4.1 Overview
4.2 Centralised International Market Research
4.3 Decentralised International Market Research
4.4 Coordinated International Market Research
References
Part III: International Marketing Strategy
Strategic International Objectives
1 The International Target System
2 General Internationalisation Objectives
3 Market Objectives
4 Marketing Objectives
References
International Market Selection
1 Preliminary Screening
2 Country Selection
2.1 Country Selection Criteria
2.1.1 Overview
2.1.2 Country Attractiveness
2.1.3 Market Barriers
2.1.4 Country Risks
2.2 Country Selection Methods
2.2.1 Checklists
2.2.2 Scoring Models
2.2.3 Portfolio Analysis
3 Market Selection
3.1 International Market Segmentation
3.1.1 Intramarket Segmentation
3.1.2 Intermarket Segmentation
3.2 Methods for International Market Selection
3.2.1 Portfolio Analysis
3.2.2 Profitability Analysis
4 Empirical Findings
References
International Market Entry Strategies
1 International Market Entry Modes
1.1 Overview
1.2 Export
1.3 Licensing
Starbucks Sells Distribution License to Nestlé
``The Body Shop´´ Is Pushing into Pharmacies
1.4 Foreign Direct Investment (FDI)
Airbus Signs Joint Venture Contract to Build Composite Aircraft Parts Manufacturing Centre in Harbin, China
Unilever to Launch Cosmetics Business with Acquisition in France
1.5 Cooperations and Networks
dba Launches a Comprehensive Sales Cooperation with Zanox in Germany, Austria, Switzerland and France
Cooperation Agreement Intensifies Cooperation Between German and French Technology Networks
1.6 Countertrade
Political Pressure Angers Armaments Companies
2 Timing of Foreign Market Entry
2.1 Transnational Timing Strategies
2.2 Country-Specific Timing Strategies
3 The Choice of Market Entry Strategy
3.1 Theoretical Background of International Market Entry
3.2 The Pre-Selection of Market Entry Strategy
3.3 The Fine Selection of Market Entry Strategy
4 Empirical Findings
References
International Market Development Strategies
1 Fundamental Strategic Orientation
2 International Basic Marketing Strategies
2.1 Overview
2.2 Standardisation Versus Adaptation of Marketing Programs
2.3 Standardisation Versus Adaptation of Marketing Processes
3 International Business Area Strategies
3.1 Overview
3.2 Strategy Variation
Seat Tinkers with Repositioning
3.3 Strategy Style
Second Will Be the First
3.4 Strategy Substance
Low-Cost Carriers in Focus
Apple: Success Through Innovation
3.5 Strategy Field
Mini Goes New Advertising Ways for Convertible
4 The Choice of Market Development Strategy
5 Translating Strategic Plans into Tactical and Operational Actions
6 Empirical Findings
References
Part IV: International Marketing Mix
International Product Management
1 Objectives of International Product Management
2 Factors Influencing International Product Management
2.1 Market Environment
2.2 Product-Related Factors
2.3 Company-Related Factors
3 Action Fields of International Product Management
3.1 Overview
3.2 International Product Development
3.2.1 Unmodified Transfer of the Existing Product
3.2.2 Country-Specific Product Adaptation
3.2.3 Development of a New Product for Foreign Markets
Reorganisation of Unilever Research & Development
Mass Customisation: An Individual Product for Every Customer
Arab Anti Barbie: Pious ``Fulla´´ Arrives
Record Coup of the Hamburg Customs
Exporting German Wines to the USA Is Not Easy
Translations of Operating Instructions
``Precious Horse´´ BMW
3.3 Planning the International Product Mix
Daring or Disgusting? Oreo Launches SPICY New `wasabi´ and `hot chicken wing´ Flavors in China (But Everyone Else Can Snap The...
3.4 International Branding
3.5 Product-Related Services
3.6 R&D Management for Global Product Development
Strategic Partnership: Schaeffler Selects PTC Product Development System as Global Engineering Platform
4 Empirical Findings
References
International Price Management
1 Objectives of International Price Management
2 Factors Influencing International Price Management
3 Action Fields of International Price Management
3.1 Overview
3.2 International Pricing
3.2.1 Basic Strategies of International Pricing
3.2.2 Approaches to Pricing in International Markets
Price Corridor in the ``chemical industry´´
3.3 International Terms and Conditions
3.3.1 International Delivery Terms
3.3.2 International Payment Terms
3.3.3 International Credit Terms
3.3.4 International Discount Terms
3.3.5 General Terms and Conditions in International Business
4 Integration of Pricing into the International Price Management Process
5 Empirical Findings
References
International Communication Management
1 Objectives of International Communication Management
2 Factors Influencing International Communication Management
3 Action Fields of International Communication Management
3.1 Overview
3.2 International Corporate Identity
3.3 International Advertising
International Advertising by BMW
3.4 International Sponsoring and International Product Placement
Puma Wins the World Cup Final
BMW and ``The World Is Not Enough´´
3.5 International Sales Promotions
3.6 International Direct Communications
3.7 Other Communication Tools
Overview of Trade Fair Objectives and Purposes
International Trade Fairs: CEBIT, IAA and IFA
Example of Viral Marketing: Island Keeper on the Great Barrier Reef
Mercedes-Benz Promotes new B-Class Internationally with Large Entertainment Offer on the Internet
4 Implementation of International Marketing Communication
4.1 Determining the Communication Content
4.2 Determining the Communication Processes
4.3 Organisation of International Marketing Communication
5 Empirical Findings
References
International Distribution Management
1 Objectives of International Distribution Management
2 Factors Influencing International Distribution Management
3 Action Fields of International Distribution Management
3.1 Overview
3.2 International Channel Design
The Swatch Group Acquires Strategic Stake in Rivoli Group
Columbia Sportswear to Expand International Online Sales: Demandware Platform Trusted for New Online Stores
Meridian Bioscience Announces Two New Exclusive International Distribution Agreements in Australia and Argentina
3.3 International Sales Management
3.4 International Distribution Logistics
Unilever Opens Vietnam´s Largest Distribution Centre
Nike Is Building a New Distribution Centre
4 Empirical Findings
References
Part V: International Marketing Controlling
Controlling in International Marketing Management
1 The Planning and Control Process of International Marketing
2 Design of a Marketing Controlling System
3 Organisational Integration of International Marketing Controlling
References
International Marketing Audits
1 Control of the International Marketing Planning System
2 International Marketing Strategy Audit
3 International Tactical-Operational Marketing Audit
References
Result-Based International Marketing Control
1 Economic Targets
The Determination of the Value Price at the Example of W.L. Gore Associates Inc.
EuroMold 2003: International Benchmarking in Moldmaking and Tooling
2 Image as a Target
References
Part VI: International Marketing Organisation
Organisation in International Marketing Management
1 Organisational Challenges of International Marketers
2 Determinants of the International Marketing Organisation
References
Organisational Integration of Foreign Activities in an International Company
1 Non-specific Organisational Forms
2 Segregated Organisational Forms
3 Integrated Organisational Forms
3.1 One-Dimensional Models
Integrated Functional Structure: The Example of BMW AG
Integrated Product Structure: The Example of Siemens AG
3.2 Multidimensional Models
4 Process-Organisational Approaches
4.1 Characterisation of Process-Organisational Approaches
4.2 Types of Processes
4.3 Assessment of Process-Organisational Approaches
4.4 Total Quality Management
5 Empirical Findings
References
Organisational Design of the Marketing Department of an International Company
1 Function-Based Marketing Department
2 Object-Based Marketing Department
2.1 Product-Based Marketing Department
2.2 Region-Based Marketing Department
2.3 Customer-Based Marketing Department
3 Multidimensional Organisational Structures
3.1 Marketing Department as a Matrix Organisation
3.2 Marketing Department as a Tensor Organisation
Unilever´s Three-Pillar Model: Categories, Regions and Functions
4 Secondary Organisational Forms in International Marketing
4.1 Forms of Project Organisation
Project Organisation in International Companies: The Example of Gore
4.2 Other Secondary Organisational Forms
References
Coordination of International Companies
1 Centralisation Versus Decentralisation of Decision-Making in International Companies
2 Coordination Concepts in International Companies
2.1 Regular Conferences
2.2 Global Coordination Groups
2.3 Lead Country Concept
2.4 Profit Centre Principle
2.5 Network Concepts and Virtual Enterprises
Strategic Alliances as Networks: Ford and Volkswagen
The Virtual Enterprise: The Example of Ambra
References
Organisational Development in International Companies
1 The Need for Organisational Development
2 Obstacles to Organisational Development and Solutions
Procter Globalises with ``Organisation 2005´´
References
Part VII: International Human Resources Management
Human Resources Management in International Marketing Management
1 Human Resources Management as a Part of International Strategic Management
2 International HRM Strategies
References
Human Resources Planning in International Companies
1 Headcount Planning
2 Staffing Strategies
Intercultural Competence Development at Robert Bosch GmbH
3 Design of Remuneration Systems
Caracas Is the Most Expensive Metropolis for Expatriates
4 Personnel Deployment Abroad
When Returnees Do Not Find a Connection
References
Leadership in International Companies
1 Leadership as a Management Task
2 The Alternative Leadership Styles
Cultural Diversity Management in Germany Is Lagging Behind: A Study by the Bertelsmann Stiftung
3 Identification of Optimal Leadership Styles
References
Human Resources Development in International Companies
1 Human Resources Development in a European Comparison
2 Multicultural HR Development
Mentoring Principle as a Building Block for Success
References
