International Marketing in Practice

International Marketing in Practice features select case studies relating to businesses from various markets and countries facing the challenges and decisions involved when undertaking international marketing.

Autorentext

Véronique Boulocher-Passet, PhD is a Visting Lecturer at the School of Business and Law, University of Brighton, UK.

Klappentext

International Marketing in Practice features select case studies relating to businesses from various markets and countries facing the challenges and decisions involved when undertaking international marketing.

Inhalt

Part 1: Choosing to Enter Foreign Markets 1. Airbnb in China: A Lesson in Deciding an International Market's Attractiveness 2. Laboratoire Astelia: Which Emerging Market(s) Should be the Priority for their Internationalization Efforts? 3. Hawkers: Which Latin American Market for the Development of the Born-global Start-up? Part 2: Choosing an Appropriate Entry Mode 4. Aux Merveilleux de Fred: Spreading French Patisserie Know-how Abroad 5. Click&Boat: The Airbnb of the Sea 6. Cabaïa: Expanding through Owned Stores to Conquer Germany? Part 3: Choosing to Adapt the Marketing Mix 7. Can Pret A Manger Balance British and Indian Palates? A Case Study of Market Adaptation 8. A Tale of How Standardization Strategy is not Panacea: Uniqlo's Journey in the US 9. Can a Creative, Arty and "Made in France" Advertising Campaign Help Sell Le Chocolat des Français Worldwide? Part 4: Leveraging the Country-of-Origin Effect 10. Made in Bordeaux: Region-of-Origin (ROO) and Country-of-Origin (COO) Strategies Applied to the Wine Industry. The Case of Château des Fougères 11. Using Country-of-Origin (COO) as an Internationalization Branding Strategy: L'Occitane au Brésil's Story