100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Summary Global Marketing by Svend Hollensen, International Branding Exam Year 4 (2020/2021 $10.20
Add to cart

Summary

Summary Global Marketing by Svend Hollensen, International Branding Exam Year 4 (2020/2021

1 review
 296 views  17 purchases
  • Course
  • Institution
  • Book

Extensive summary of the Global Marketing book by Svend Hollensen for the International Branding exam in year 4. Included chapters are (only relevant theory stated for the exam): Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chaper 8 Chapter 9 Chapter 10 Chapter 11 Chapter 12 Chapter 14 Chapter 16 Chap...

[Show more]

Preview 4 out of 67  pages

  • No
  • Chapter 1, chapter 2, chapter 3, chapter 4, chapter 8, chapter 9, chapter 10, chapter 11, chapter 14
  • November 2, 2020
  • 67
  • 2020/2021
  • Summary

1  review

review-writer-avatar

By: jackson26 • 9 months ago

avatar-seller
GLOBAL MARKETING
SVEND HOLLENSEN


This summary includes the following chapters:

¬ Chapter 1: p. 7 – 44
¬ Chapter 2: p. 56 – 74
¬ Chapter 3: p. 79 – 89 p. 93 – 99
¬ Chapter 4: p. 108 – 118 p. 118 – 134 p. 137 – 140
¬ Chapter 8: p. 280 – 294 p. 299 – 302
¬ Chapter 9: p. 352 – 357
¬ Chapter 10: p. 366 – 380
¬ Chapter 11: p. 388 – 400 p. 410 – 412
¬ Chapter 12: p. 421 – 423 p. 429 – 430
¬ Chapter 13: p. 513 – 514
¬ Chapter 16 : p. 598 – 601 p. 614 – 621
¬ Chapter 17: p. 654 – 670 p. 637 – 654



This summary is made for the Year 4 International Communication – International Branding exam.

,International Branding Exam Academic Year 2020/21



TABLE OF CONTENTS

Chapter 1............................................................................................................................................................ 3

Chapter 2.......................................................................................................................................................... 15

Chapter 3.......................................................................................................................................................... 19

Chapter 4.......................................................................................................................................................... 25

Chapter 8.......................................................................................................................................................... 32

Chapter 9.......................................................................................................................................................... 38

Chapter 10 ........................................................................................................................................................ 41

Chapter 11 ........................................................................................................................................................ 47

Chapter 12 ........................................................................................................................................................ 53

Chapter 14 ........................................................................................................................................................ 58

Chapter 16 ........................................................................................................................................................ 59

Chapter 17 ........................................................................................................................................................ 62




2

,International Branding Exam Academic Year 2020/21



CHAPTER 1
- What is international marketing - Globalization vs. internationalization
- Glocal strategies - SMEs vs LSEs
- Economies of scale/scope - Strategic drift
- Forces of global integration and market responsiveness - Value delivery networks: product vs service vs virtual value chain



The process of developing the global marketing plan

The firm’s global competitiveness is mainly dependent on the end-result of the global marketing strategies: the
global marketing plan.

The purpose of the marketing plan is to create sustainable
competitive advantages in the global marketplace.

¬ The mental process in SMEs is normally
informal, in larger organizations it is often
more systemized

Comparison of the Global marketing and management
style of SMEs and LSEs

! LSEs: are firms (large scale enterprises) with more
than 250 employees. Although LSEs account for
less than 1 per cent of companies, almost one-
third of all jobs in the EU are provided by LSEs
! SMEs: are small and medium-sized enterprises and occur commonly in the EU and in international
organizations. The EU categorizes companies with fewer than 50 employees as ‘small’, and those with
fewer than 250 ‘medium’. In the EU, SMEs (250 employees and less) compromise approximately 99 per
cent of all firms.




3

, International Branding Exam Academic Year 2020/21


The characteristics of LSEs and SMEs

LSEs SMEs

Resources - Many resources - Limited resources

- Internationalization of resources - Externalization of resources (outsourcing of

- Coordination of: resources)

- Personnel
- Financing
- Market knowledge, etc.
Formation of - Deliberate strategy formation - Emergent strategy formation (Mintzberg,
strategy/decision- (Mintzberg, 1987) 1987)
making processes - Adaptive decision-making mode in - The entrepreneurial decision-making model
small incremental steps (logical (e.g. each new product: considerable
incrementalism) (e.g. each new innovation for the SME)
product: small innovation for the - The owner/manager is directly and personally
LSE) involved and will dominate all decision-making
throughout the enterprise

Organization - Formal/hierarchical - Informal

- Independent of one person - The owner/entrepreneur usually has the
power/charisma to inspire/control a total
organization

Risk-taking - Mainly risk-averse - Sometimes risk-taking/sometimes risk-averse

- Focus on long-term opportunities - Focus on short-term opportunities

Flexibility Low High

Take advantage Yes Only limited
of economies of
scale and
economies of
scope

Use of Use of advanced techniques: Information gathering in an informal manner
information - Databases and an inexpensive way:
sources - External consultancy
- Internal sources
- Internet
- Face-to-face communication




4

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller rixtveldhuis. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $10.20. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

52355 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
$10.20  17x  sold
  • (1)
Add to cart
Added