Summary of the book 'Global Marketing' by Svend Hollensen. The summary contains each chapter that needs to be studied for the exam. Furthermore, every lecture has been processed in the summary. Includes graphs, tabels and other necessary visual material.
Summary Global Marketing (Part I - IV) - Svend Hollensen (ISBN: 9781292100111)
Samenvatting Exportmanagement (Engelstalig)
All for this textbook (10)
Written for
Hogeschool Arnhem en Nijmegen (HAN)
International Business and Management Studies
International Marketing
All documents for this subject (5)
5
reviews
By: JelleHeebing • 5 year ago
By: palex99 • 5 year ago
Translated by Google
there is a lot of unnecessary information, also important points have been missed
By: hiemstrachristiaan • 5 year ago
Translated by Google
Good summary. Clear explanation. I recommend to combine the summary with the slides from the lesson.
By: juliaheisen • 6 year ago
By: willekekraak • 7 year ago
Seller
Follow
Juliaengbersen
Reviews received
Content preview
Chapter 1: Global marketing in the firm
It is often the case that a firm going into an export adventure should have
stayed in the home market because it did not have the necessary competences
to start exporting.
Globalization: Reflects the trend of firms buying, developing, producing and selling products and
services in most countries and regions of the world. It increases the companies’ competitiveness and
facilitates innovation.
Internationalization: Doing business in many countries of the world, but often limited to a certain
region. It is unlikely to be successful unless the company prepares in advance.
1.3 Comparison of the global marketing and management style of SMEs and LSEs
LSEs SMEs
Resources Many resources Limited resources; lack of financial
Internationalization of resources due to limited equity base
resources Externalization of resources
Coordination of:
Personnel
Financing
Market knowledge
Formation of Deliberate (‘planned’) Emergent (‘not planned’) strategy
strategy/ strategy formation formation
Decision-making Adaptive decision-making The entrepreneurial decision-making model
processes mode in small incremental The owner/manager is directly and
steps personally involved and will dominate all
decision-making throughout the enterprise
Organization Formal/hierarchical Informal
Independent of one person The owner usually has the power to control
a total organization
Risk-taking Mainly risk-averse because of Sometimes risk-taking/sometimes risk-
use of decision-making model averse. It depends on circumstances.
that emphasizes small Sometimes risk-averse after damage after
incremental steps risk-taking actions.
Focus on long-term Focus on short-term opportunities
opportunities
Flexibility Low High, because of shorter communication
lines between enterprise and customers
Take advantage of Yes Only limited
economies of Scope: by entering into alliance/joint
scale/scope venture with partner that has what
company is missing
The benefits of buying summaries with Stuvia:
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
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
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 Juliaengbersen. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $4.46. You're not tied to anything after your purchase.
