In depth lecture, exam and revision notes for the third year Marketing module MKTG315 Marketing Innovation that supported me in attaining my First Class Honours degree in BSc Marketing Management at Lancaster University. This set of notes includes diagrams, readings, annotations and critique on the...
Globalisation: Fun Facts on Globalisation that Help Us Learn about Large Company Practices
- Friedman (1999) – Lexus vs the Olive Tree
- Friedman (2005) – The World is Flat
- Ghemawat (2008) – World 3.0
- Hollensen (2017) – Driving and restraining forces of globalisation
- Usunier and Lee (2013) 4 x characteristics of global consumer culture
- Levitt (1983) – globalization and global monoculture
- Clark (1997) – Definition of globalization (intensity and extent)
- Perlmutter (1964) – EPRG framework (Ethnocentric, polycentric, regiocentric, geocentric)
Theories of internationalization:
Jump When Countries Develop. Money Just Seems to Be Central
- Johanson and Wiedersheim-Paul (1975) – Uppsala approach to incrementalisation
- Coase (1937) – TCA theory
- Dunning (1980) – OLI model
- Mattson and Johanson (1988) – Network theory
- Solberg (1997) – Preparedness for globalization
- Buckley and Casson (1976) – Internalisation
Culture:
The Kind Generous Locals Use Language to Discuss Matters. Culturally Diverse Regions Have
Helpful Similarities.
- Tylor (1881) – definition of culture
- Keegan and Green (2015) – 3 x manifestations of culture
- Levitt (1983) – globalization and global monoculture
- Usunier and Lee (2013) 4 x characteristics of global consumer culture
- de Mooji (2010) – culture divergence and convergence
- Craig and Douglas (2006) – consequences of marketing on culture
- Ritzer (1993) McDonaldisation
- Hall (1960) – low/high context cultures
- Hofstede – cultural framework
- Schwartz (1992) – circumflex model of human values
Just When One Leader Has Attitudes
- Johanson and Wiedersheim‐Paul (1975) – definition of psychic distance
- O’Grady and Lane (1996) – psychic paradox
- Håkanson and Ambos (2010) – difficulties associated with psychic distance
Emerging Markets: Some Key Places Drive Change
- Sheth (2011) – emerging countries as central to strategy not peripheral + characteristics of
emerging markets, rethinking marketing practice, strategy and theory
- Khanna and Palepu (2010) – definition of institutional voids
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