Global Marketing

‘All good marketing is local. Global companies know this and are going “glocal”. Svend Hollensen has captured all the latest trends in this new edition of his Global Marketing.’ Philip Kotler, Northwestern University, USA Global Marketing arketing Sixth Edition Svend Hollensen Global marketinG iii Global Marketing Sixth Edition Svend Hollensen PEARSON EDUCATION LIMITED Edinburgh Gate Harlow CM20 2JE United Kingdom Tel: +44 (0)1279 623623 Web: www.pearson.com/uk First published 1998 by Prentice Hall (print) Second edition published 2001 by Pearson Education Limited (print) Third edition published 2004 (print) Fourth edition published 2007 (print) Fifth edition published 2011 (print) Sixth edition published 2014 (print and electronic) © Prentice Hall Europe 1998 (print) © Pearson Education Limited 2001, 2011 (print) © Pearson Education Limited 2014 (print and electronic) The right of Svend Hollensen to be identified as author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. The print publication is protected by copyright. Prior to any prohibited reproduction, storage in a retrieval system, distribution or transmission in any form or by any means, electronic, mechanical, recording or otherwise, permission should be obtained from the publisher or, where applicable, a licence permitting restricted copying in the United Kingdom should be obtained from the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS. The ePublication is protected by copyright and must not be copied, reproduced, transferred, distributed, leased, licensed or publicly performed or used in any way except as specifically permitted in writing by the publishers, as allowed under the terms and conditions under which it was purchased, or as strictly permitted by applicable copyright law. Any unauthorised distribution or use of this text may be a direct infringement of the author’s and the publisher’s rights and those responsible may be liable in law accordingly. All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. The screenshots in this book are reprinted by permission of Microsoft Corporation. Pearson Education is not responsible for the content of third-party internet sites. ISBN 978-0-273-77316-0 (print) 978-0-273-77319-1 (PDF) 978-0-273-79440-0 (eText) British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data A catalog record for this book is available from the Library of Congress 10 9 8 7 6 5 4 3 17 16 15 Print edition typeset in 10/12pt Minion by 35 Printed and bound by L.E.G.O S.p.A, Italy NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION brief ContentS Preface Guided tour Acknowledgements Publisher’s acknowledgements Abbreviations About the author Part i THE DECISION WHETHER TO INTERNATIONALIzE 1 2 3 4 Part ii Global marketing in the firm Initiation of internationalization Internationalization theories Development of the firm’s international competitiveness Part I Case studies DECIDING WHICH MARKETS TO ENTER 5 6 7 8 Global marketing research The political and economic environment The sociocultural environment The international market selection process Part II Case studies Part iii MARKET ENTRY STRATEGIES 9 10 11 12 13 Some approaches to the choice of entry mode Export modes Intermediate entry modes Hierarchical modes International sourcing decisions and the role o