INTERNATIONALMARKETINGSTRATEGY Australia ● Brazil ● Japan ● Korea ● Mexico ● Singapore ● Spain ● United Kingdom ● United StatesISOBEL DOOLEROBIN LOWEFIFTH EDITION INTERNATIONALMARKETINGSTRATEGYANALYSIS, DEVELOPMENT ANDIMPLEMENTATION International Marketing Strategy, 5th EditionIsobel Doole and Robin LowePublishing Director: John YatesPublisher: Jennifer PeggDevelopment Editor: Lucy MillsProduction Editor: Leonora Dawson-BowlingManufacturing Manager: Helen MasonSenior Production Controller: Maeve HealyMarketing Manager: Angela LewisTypesetter: Newgen, IndiaCover design: Adam RenvoizeText design: Design Deluxe, Bath, UK© 2008, Cengage Learning EMEAALL RIGHTS RESERVED. 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The publishers and author/s make no claimto these trademarks.British Library Cataloguing-in-Publication DataA catalogue record for this book is available from the British Library.ISBN: 978-1-84480-763-5Cengage Learning EMEAHigh Holborn House, 50-51 Bedford RowLondon WC1R 4LRCengage Learning products are represented in Canada byNelson Education Ltd.For your lifelong learning solutions, visitwww.cengage.co.ukPurchase e-books or e-chapters at:http://estore.bized.co.uk Printed by Seng Lee Press1 2 3 4 5 6 7 8 9 10 – 10 09 08To Andrew and Sylviaand to our children;Rob, Libby and Will,Catherine and Jonathan PART 1 ANALYSIS 11 An introduction to international marketing 32 The international trading environment 373 Social and cultural considerations in international marketing 714 International marketing research and opportunity analysis 103PART 2 STRATEGY DEVELOPMENT 1435 International niche marketing strategies for small and medium-sized enterprises 1456 Global strategies 1877 Market entry strategies 2318 International product and service management 263PART 3 IMPLEMENTATION 3059 International communications 30710 The management of international distribution and logistics 34511 Pricing for international markets 38112 International marketing implementation through enabling technologies 417BRIEF CONTENTSvii List of figures, tables, illustrations and dilemmas xiiPreface xvAcknowledgements xxiWalk through tour xxiiAccompanying website xxivPART 1 ANALYSIS 11 An introduction to internationalmarketing 3The strategic importance of internationalmarketing 4The international marketing environment 7Differences between international anddomestic marketing 20The international market planningprocess 22Case study Flatbread goes round the world 342 The international tradingenvironment 37World trading patterns 38The reasons countries trade 42Barriers to world trade 44The development of world institutionsto foster international trade 48The development of world trading groups 52The European Union 55The Free Trade Area of the Americas 59The Asian Pacific trading region 62ixCONTENTSChina 64Case study Should governments supportdomestic companies investing inforeign markets? 673 Social and cultural considerationsin international marketing 71Social and cultural factors 72What is culture? 72Culture and consumer behaviour 80Analysing cultures and the implicationsfor consumer behaviour 83Cross-cultural analysis 85Social and cultural influences inbusiness-to-business marketing 91Case study Leapfrogging thebanking system 1004 International marketing researchand opportunity analysis 103The role of marketing research andopportunity analysis 104The role of international marketing research 104Opportunity identification and analysis 106International marketing segmentation 110The international marketing informationsystem 117Primary research in international markets 123Case study Segmenting the globalmobile phone gaming market 134Integrative learning activities 137Integrative learning activity 1 138International marketing planning: analysis 138PART 2 STRATEGYDEVELOPMENT 1435 International niche marketingstrategies for small andmedium-sized enterprises 145The SME sector and its role within theglobal economy 146The nature of SME internationalmarketing strategies 151The nature of international development 160International strategic marketingmanagement in SMEs 167International entrepreneurship and fast growth 179The future of SME internationalisation 182Case study Ebac – dipping their toesfurther into the water 1836 Global strategies 187The alternative views of globalisation 188Alternative strategic responses 197International marketing management forglobal firms 206Case study Conglomerate breaks outfrom India 2277 Market entry strategies 231The alternative market entry methods 232Indirect exporting 234Direct exporting 239Foreign manufacturing strategies withoutdirect investment 245Foreign manufacturing strategies with directinvestment 249Cooperative strategies 253Case study When joint ventures go wrong 2598 International product and servicemanagement 263The nature of products and services 264The components of the internationalproduct offer 268Factors affecting international productand service management 270Product policy 277Managing products across borders 279Image, branding and positioning 283New product development 292Case study Lego 298Integrative learning activity 2 301International marketing planning: strategydevelopment 301PART 3 IMPLEMENTATION 3059 International communications 307The role of marketing communications 308The fundamental challenges for internationalmarketing communications 312International marketing communicationsstrategy 317The integration of communications 320The marketing communications tools 323Developing profitable, long-term marketingrelationships 338Case study Google to dominate online ads? 34210 The management of internationaldistribution and logistics 345The challenges in managing an internationaldistribution strategy 346Selecting foreign country marketintermediaries 347x CONTENTSBuilding relationships in foreignmarket channels 355Trends in retailing in international markets 358The management of the physical distributionof goods 367Case study Merry Management Training 37911 Pricing for international markets 381Domestic vs international pricing 382The factors affecting international pricingdecisions 382Developing pricing strategies 392Problems of pricing and financinginternational transactions 395Problems in multi-national pricing 396Problems in managing foreign currencytransactions 404Problems in minimising the risk ofnon-payment in high-risk countries 406Administrative problems resulting fromthe cross-border transfer of goods 411Case study Beta Automotive 41412 International marketingimplementation through enablingtechnologies 417The enabling technologies 418The Internet and e-business 423International e-markets ande-marketing 425The impact of e-business on internationalmarketing 429International marketing solutionintegration 430The impact on international marketingstrategy 434Moving to a customer-led strategy 442Case study India showing IBMthe way? 445Integrative learning activity 3 449International marketing planning: implementation,control and evaluation 449Index 455CONTENTS xiLIST OF FIGURES1.1 The environmental influences on internationalmarketing 71.2 The Big Mac index 131.3 Aspects of international market planning 251.4 Some typical stakeholders of multinational enterprises 261.5 Essential elements of the international marketing plan 302.1 Global trade flows 382.2 Market entry barriers 452.3 Regional trading areas of the world 553.1 A cultural framework 743.2 Cultural influences on buyer behaviour 803.3 The contextual continuum of differing cultures 863.4 Power distance/individualism dimensions across cultures 884.1 Nature of competition and level of market development 1084.2 The four-risk matrix 1094.3 Business portfolio matrix 1114.4 Market profile analysis 1184.5 The international marketing research process 1245.1 The multilateral aspects of the internationalisationprocess 1605.2 Geographic development of SMEs 1615.3 Growth for niche marketers 1625.4 McKinsey 7S framework 1675.5 Ansoff growth matrix 1705.6 Factors affecting SME internationalisation 1715.7 Product structure 1745.8 Geographic structure 1755.9 Levels of internationalisation 1765.10 Characteristics of successful internationalbusiness-to-business marketers 1776.1 The international competitive posture matrix 1986.2 Alternative worldwide strategies 1996.3 Globalisation push and pull factors 2016.4 The conceptual framework of a firm 2156.5 Functions of different management levels 2166.6 Development of strategy 2176.7 International planning problems 2237.1 Market entry methods and the levels of involvement ininternational markets 2327.2 Risk and control in market entry 2337.3 The components of the export marketing mix 2398.1 The product–service continuum 2658.2 The three elements of the product or service 2698.3 The international product life cycle 2808.4 The portfolio approach to strategic analysis (BCG matrix) 2828.5 The brand value equation 2868.6 Brand valuation 2898.7 New product categories 2928.8 The arguments for and against centralisationof R and D 2969.1 External, internal and interactive marketing 3099.2 The dimensions of external marketing communications 3109.3 Push and pull strategies 3189.4 Internal and external international communicationsprogrammes 32210.1 Distribution channels for business goods 34910.2 Distribution channels for consumer goods 34910.3 Global retailer categories 36410.4 The export order and physical process 37511.1 Three types of grey market 40011.2 A framework for selecting a coordination method 40211.3 The export order process 41212.1 The vicious circle of technology and competitiveadvantage 420LIST OF TABLES1.1 The world’s ten mega cities in 2015 102.1 Top 10 world exporters in merchandise, 2007 392.2 Percentage change on previous year in real GDP/GNPand consumer prices 402.3 Trade balances in merchandise trade 412.4 The heavy burden of debt 492.5 Main types of trade associations 53xiiLIST OF FIGURES, TABLES,ILLUSTRATIONS AND DILEMMAS4.3 Statistics in Siberia 1224.4 Use of multi-client studies 1264.5 The use of qualitative research to overhaul globalbrand image 1295.1 Fairtrade networking to supply the supermarkets 1495.2 Tariff reduction prompts innovation 1515.3 Salmon or eggs: which comes first? 1535.4 Beatson Clark: defining a niche in a commodity market 1565.5 Creating a mobile music software niche 1575.6 Family networking 1645.7 Azim Premji – from cooking oil to IT billionaire 1686.1 A new direction for IBM and Lenovo 1926.2 Gillette planning a close shave 1976.3 ABB: a new model of global entrepreneurialism – goodwhile it lasted? 2036.4 Airbus 2056.5 LG innovating to the top 2106.6 Cars designed for emerging markets 2146.7 Mittal: ready to iron out a possible culture clash? 2267.1 In search of the 99p bargain 2357.2 The future of Sogo shosha 2387.3 High-flying Brazilian exporter 2407.4 Mr Men: a licence to storm the US market 2487.5 HSBC buying problems in the US 2517.6 Absolut privatisation in Sweden 2527.7 Chrysler: dissolving a merger 2537.8 Buying into a joint venture to win work in the future 2558.1 Flying low cost with frills or no frills 2678.2 Apple’s lead challenged 2718.3 Tiger Balm: relieving the pains of warlordsand sports stars 2818.4 Core competence and centralisation inconsumer products 2838.5 Cooperation after a century of fighting 2848.6 The sincerest form of flattery 2918.7 China promoting IP rights 2938.8 Restarting the innovation culture at Motorola 2979.1 Corporate identity and the Olympic Games 3119.2 Negativity in advertising 3139.3 Pepsi – promoting to tribes 3179.4 Dove uses consumer-created ads 3289.5 James Bond – licensed to sell 3329.6 Charity begins in the neighbourhood 3359.7 Corruption concerns at BAE 33610.1 Internet retailing helps Western countriespenetrate Japan 35110.2 Thai military leaders restrict the expansion of Tesco 35310.3 Dell Computers 3573.1 Cultural values and their relevance to consumerbehaviour 763.2 The main silent languages in overseas business 793.3 Differences in buyer–seller relationships styles 954.1 The 12C framework for analysing international markets 1184.2 Online databases 1204.3 A comparative evaluation of survey methods for use ininternational marketing research 1315.1 The difference between exporting and internationalniche marketing 1556.1 The top 15 transnational companies by foreignassets 2005 1896.2 Top 10 companies: index of transnationality 2005 1906.3 Top 12 companies from developing economies: index oftransnationality 2005 ranked by foreign assets 1916.4 The global pyramid of wealth 2137.1 Who provides what in partnerships between firms fromdeveloped and developing countries 2548.1 The best global brands 2006 2889.1 Top 10 global advertisers 3279.2 The characteristics of the Internet – the Six ‘I’s 33610.1 Retailers – typical differences between developing anddeveloped countries 36010.2 Top ten global food retailers 36311.1 The effect of additional export sales on contribution 38711.2 Escalation of costs through exporting 388LIST OF ILLUSTRATIONS1.1 The beautification of the ageing baby boomers 91.2 When is a Parma ham not a Parma ham? 111.3 Cadbury’s in political faux pas 171.4 Indian brands emerge from the shadows 181.5 Divine Chocolate Ltd 231.6 Fisherman’s Friend 322.1 The comparative advantage of China and India 432.2 To protect or not to protect? 472.3 Skoda has the last laugh 592.4 The Irish gem 602.5 The Asian blue chip tigers 633.1 Cadbury’s: Lady Purple or Aunty Violet? 753.2 Written language: but what does it mean? 783.3 Localising websites 793.4 France: image vs reality? 883.5 The use of humour in international advertising 903.6 How the ethical consumer makes decisions 974.1 Dr Martens goes ethnographic 1134.2 Goodyear global segmentation research 115LIST OF FIGURES, TABLES, ILLUSTRATIONS AND DILEMMAS xiii10.4 Comparative retailing traditions 36110.5 The Irish retailing environment 36410.6 Nightmare logistics in Cameroon 37411.1 Consumer credit fuels consumer purchases 39211.2 Debt in the Euro zone 39711.3 Dealing with non-SEPA payments 39911.4 Grey clouds cause black anger 40011.5 Countertrade deals for GEC 40911.6 Is Ikea changing its global competitive base? 41012.1 A new challenge for the energy sector 41912.2 Mobile phones aid African development 42112.3 Jack Ma creating Chinese entrepreneurs 42812.4 Toyota supply chain challenges in Bangalore 43212.5 The future development of online sales 43912.6 Specialist publishers have their finger onthe pulse 443LIST OF DILEMMAS1.1 How do you sell to subsistence farmers in Africa? 141.2 How does a city sell itself internationally? 292.1 Knitted pullovers threaten the US and EU 663.1 Skoda 833.2 Mittelstand vs US executives 854.1 Dutch flowers to the US 1064.2 Optcan assess Saudi Arabia 1074.3 How to research the Canadian market 1235.1 International marketing helping social enterprises 1505.2 Dyson – still cleaning up? 1806.1 Toyota – growing too fast? 1946.2 Unilever: redefining product policy for a global future 2197.1 Global marketing or local heritage 2477.2 Airbus: creating a new competitor? 2568.1 The football stitching game 2768.2 Trying to ensure that diamonds are forever 2779.1 Self-reference criteria in advertising decisions 3239.2 Measuring online and offline promotion effectiveness 33710.1 Local distributors vs the global operators 35910.2 Cisco Systems 36811.1 Pricing caravan parks for European customers 39711.2 Can we avoid the currency risk without losingour customers? 40512.1 Technology convergence: one brand or pick and mix? 42212.2 Social networking sites can make or breakproduct marketing 435xiv LIST OF FIGURES, TABLES, ILLUSTRATIONS AND DILEMMASxvIntroductionMarkets and marketing are becoming ever more international in their natureand managers around the world ignore this fact at their peril. To achievesustainable growth in markets that are becoming increasingly global, or merelyto survive in domestic markets that are increasingly attacked by internationalplayers, it is essential that organisations understand the complexity anddiversity of international marketing and that their managers develop the skills,aptitudes and knowledge necessary to compete effectively around the globe.This new and completely revised edition of International MarketingStrategy continues to meet the needs of the international marketing studentand practitioner in an up to date and innovative manner. It recognises theincreasing time pressures of both students and managers and so strives tomaintain the readability and clarity of the previous editions, as well as providinga straightforward and logical structure that will enable them to apply theirlearning to the tasks ahead.The book continues to incorporate new, significant and relevant materialwith learning innovations that ensure its continued status as the best-sellingUK text on international marketing strategy.Structure of the bookAs in previous editions, the book is divided into three main subject areas –analysis, strategy development and implementation – each of which has fourchapters. For each chapter the learning objectives for the reader are stated atthe outset and these lead to the key themes of the chapter, which are exploredin the text. Illustrations of the key issues are provided along with examples ofthe kind of practical dilemmas faced by international marketing managers.Success in international marketing is achieved through being able tointegrate and appreciate the interaction between the various elements of theinternational marketing strategy development process and this is addressed intwo ways. First, at the end of each chapter a case study is included. Whilst themain focus of the chapter case study is on integrating a number of the themesof the chapter, the reader should also draw on their learning from the chaptersthat have gone before to give a complete answer. Second, at the end of eachpart there is a more comprehensive integrative learning activity for the readerthat focuses on international marketing strategy development. At the end ofPart 1 this activity is concerned with analysis, at the end of Part 2 with strategydevelopment and at the end of Part 3 with implementation. The format forthese learning activities is similar so that the three integrative learningPREFACEPREFACEactivities, when added together, integrate all the learning from the book andprovide a practical and comprehensive exercise in international marketing strategy development for the reader.New to this editionA number of chapters have been revised and updated to ensure the inclusion ofthe latest developments in international marketing. Each chapter now has a casestudy that encourages further reflection and discussion on the key themes ofthe chapter.In Chapter 1 we have included a full section introducing international marketingplanning. The chapters (5 and 6) on international marketing in SMEs and globalfirms have been expanded to include the management and planning implicationsof the strategy development issues highlighted within the chapter.In this new edition Chapter 12 focuses on how technology not only supportsand enables the international marketing process in areas such as customerrelationship management, value and supply chain management, but is alsochanging the process by which the future strategies of organisations ininternational markets are being formulated.The majority of the case studies, illustrations and dilemmas are new or updated.Material is used from around the world and includes a number of cases andillustrations from Asia, Latin America, Eastern Europe and Ireland. The authorshave endeavoured to cater for the needs of readers who are developing theirinternational marketing skills in Europe, the Americas, Asia, Australasia or otherparts of the world. Each illustration and dilemma has a question highlighting aspecific issue that should be considered.The Integrative Learning Activity is an innovative section at the end of each partwith the objective of encouraging readers to integrate their learning from thechapters and the parts. By obtaining and analysing data through secondarysources, typically through the Internet, the reader is able to proceed through thesteps of the international marketing strategy process, thus acquiring furtherknowledge and using this opportunity to practise a number of their international marketing skills.How to study using this bookThe aim of the book is for readers to have an accessible and readable resource foruse both as a course book and for revision. The text is also recommended readingfor students of the CIM qualifications.It has a clear structure which is easy to use and easy for the reader to follow,thus making it ideal for incorporation into a course delivered in a 12-weekteaching semester. Its geocentric view of international marketing, with examplesof good practice in competing internationally from around the globe, makes itideal for use with courses with multicultural students.International Marketing Strategy has been developed to help the readerlearn, understand and practise a number of elements of the internationalmarketing strategy process. The process involves the analysis of a situation,development of a strategy against a background of a number of strategicoptions and the implementation of the chosen option. It is important torecognise that there is not one ‘right’ strategy, because success is ultimatelydetermined by many factors and, besides, it will usually take a number ofyears before the strategy can be seen finally as a success or failure. Therefore,this book provides a framework, within the parts and chapter structure, inxviPREFACE xviiwhich to understand and evaluate the factors that should be taken intoaccount (and which should be dismissed too) in building an internationalmarketing strategy.Structure of the bookPartsThe three parts focus on the topics of analysis, strategy development and implementation. Each part contains an introduction to the four chapters that have beengrouped together.PART 1 ANALYSISPart 1 focuses on analysing the international marketing environment. It provides anintroduction to how the international marketing environment influences how firmsoperate. It explores the changing nature of the environment and explains the structures that support and control international trade. Also considered are the socialand cultural influences on customer buying behaviour in international markets.Frameworks and processes that provide the means to systematically identifyand evaluate marketing opportunities and carry out market research across theworld are explained.xviii PREFACECASE STUDIES AT THE END OF EACH CHAPTERPART 1 ANALYSISChapter 1Flatbread goes round the world explores the successand the reasons behind the success of a Mexican flourproduct company expanding throughout America, Europe and Asia.Lego explores the toymaker’s attempts at diversification in the face of declining sales and profits, and theoutcomes of this diversification.Integrative Learning ActivityChapter 2Should governments support domestic companies investing in foreign markets? This case examines the role of government support agencies inassisting and advising companies trading and investing overseas.Future Global Players examines the differentstarting points and means used by newcomers fromdeveloping economies to cultivate global brands. Chapter 3PART 3 IMPLEMENTATIONLeapfrogging the banking system investigates themobile phone banking revolution taking place inAfrica.Chapter 9Google to dominate online ads? This case looks atbigger corporations taking over more independent Chapter 4Segmenting the global mobile phone gaming market addresses the issues arising from CometaWireless Gaming Systems’ attempt to sell mobilephone games to a global market.Chapter 10Merry Management Training presents the problemsarising when a Western management training consul Integrative Learning ActivityLi Ning analyses the opportunities in the domesticand global market for the leading sports supplier inChina.PART 2 STRATEGY DEVELOPMENTChapter 5 Ebac – dipping their toes further into the waterlooks at the options and measures taken by a dehumidifier company to combat similar, cheaper Asian imports.former and current means of internationalisationand assesses IBM’s history and future as a ‘globallyintegrated enterprise’. Chapter 6 Conglomerate breaks out from India focuses onTata Sons group’s approach to becoming morecompetitive and global.Microsoft attempts to market its newest products,competing with other companies as well as its ownearlier software. Chapter 7When joint ventures go wrong. Unforeseen factorscause major problems in promising mergers betweencompanies from developed and developing countries.Chapter 8networking sites and the ensuing issues (legal, advertising and user-related).tancy and a small Dubai consultancy firm enter intoa friendly informal agreement.Chapter 11Beta Automotive explores the strengths and weaknessesof a Singaporean entrepreneur looking to exploit thegrey market in auto parts on an international basis.Chapter 12India showing IBM the way? This case touches onIntegrated Learning Activity PART 2 STRATEGY DEVELOPMENTPart 2 explains the international marketing strategy options available for smalland medium-sized firms and also the largest organisations that will enable themto compete effectively in global markets. The factors that affect the choice of strategy are considered as well as the challenges that are posed to the managers ofthese strategies.A key decision for most organisations is which market entry method to use toexploit the market opportunities from the many options available. This is then followed by the selection and development of the products and service strategy thatdetermine the portfolio that will be offered to customers.PART 3 IMPLEMENTATIONPart 3 deals with the international communication, distribution and pricing strategies that support the introduction and development of the business in the variousworldwide markets. The different local market factors that affect implementationare considered. These factors may allow the associated implementation programmesand processes to be standardised across different markets but, frequently, it is necessary to adapt the strategies to suit local needs.Finally, technology plays a key enabling role in international marketing strategy implementation. It supports the programme and process delivery and also provides opportunities for creativity that allow innovative firms to gain competitiveadvantage.Readers should realise that these groupings of chapter topics within parts areprimarily to provide a clear structure and layout for the book. In practice, however, there is considerable overlap between analysis, strategy development andimplementation topics. For example, product strategy and market entry are considered by organisations in some situations to be implementation issues, andtechnology might be used to support analysis, set the overall international marketing strategy or support implementation.ChaptersAfter a brief introduction to each chapter the learning objectives for the chapterare set out: these should provide the focus for study. To help to reinforce thelearning and encourage the reader to explore the issues more fully the chapterscontain a number of additional aids to learning.IllustrationsThe illustrations that have been provided are not present just to reinforce a keyissue or learning point that has been discussed within the chapter: the questionsthat have been added are intended to enable the reader to reflect upon the deeperand broader implications too and thus provide a further opportunity for discussion.Our aim is that the settings for the illustrations be as diverse as possible, geographically, culturally, by business sector, size and type of organisation, in order to try tohelp the reader consider the situations described from alternative perspectives.DilemmasThe dilemmas included emphasise the point that there are few simple and straightforward management decisions in international marketing. Organisations andPREFACE xixmanagers often face difficult problems that require a decision. The dilemmaswithin a chapter provide the opportunity for the reader to identify those factorsthat should be taken into account in coming to the decision and, hopefully, consider rather more creative ideas that lead to decisions and solutions that addgreater value.Case studiesThe case studies provide the opportunity for the reader to carry out more comprehensive analysis of key chapter topics before deciding what strategic decisionsor plans should be made. These short cases provide only limited information and,where possible, readers should obtain more information on the case study subject from appropriate websites in order to complete the tasks. The reader shouldstart with the questions that have been supplied in order to help guide the analysis or discussion. After this, however, the reader should think more broadlyaround the issues raised and decide whether these are indeed the right questionsto ask and answer. International markets change fast and continuously and newfactors that have recently emerged may completely alter the situation.Integrative learning activitiesAt the end of each of the three parts of the book we have included an IntegrativeLearning Activity. Their purpose is to integrate the four chapters that make upeach of the parts. More importantly, however, is that as a whole the three activities provide a framework for planning an international marketing strategy andgive the opportunity for readers to consider the practical issues involved indeveloping, planning and implementing an outline international marketingstrategy. The objective of these activities is to provide a vehicle through whichthe reader is able to develop practical skills in research, analysis, evaluation andstrategy development. In completing these activities you will need to synthesisethe various strands and themes explored throughout the book and apply themto a practical situation.Web supportThe textbook is fully supported by the accompanying website that can be found atwww.cengage.co.uk/doole5. This enables students and lecturers to access a number of resources in order to explore the subject further. Lecturers can use the siteto access valuable online teaching resources, including a full set of PowerPointslides to accompany the text and hints and tips on how to use the case studies,illustrations etc. in a classroom situation. Students are able to access learningresources to accompany the textbook and hotlinks to other websites that may beuseful in exploring the cases and illustrations in the text.ID, RLxx PREFACEInevitably, in the task of writing this textbook we have had help, support andvaluable contributions from many people. We would especially like to thank ourcolleagues from Sheffield Hallam University and other univerisities who havecontributed a number of case studies and illustrations.We are indebted to our students from many countries, the managers of manybusinesses in South Yorkshire, who have freely given their time to share theirexpert knowledge of international niche marketing, and managers in many largercompanies, including IBM and Shell, who have discussed with us the challengesthey face in global marketing. Over the years they have all helped to shape andinfluence our view of international marketing strategy.The team at Cengage Learning have always encouraged us and we are gratefulfor their professionalism in turning the manuscript into its finished form.Every effort has been made to obtain permission from the c
