International Marketing Management

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