1st Edition

International Marketing in Practice A Case Study Collection

142 Pages 21 B/W Illustrations

by Routledge

142 Pages 21 B/W Illustrations

by Routledge

142 Pages 21 B/W Illustrations

by Routledge

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Description

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. Across its four sections, the book examines how companies can overcome the challenges of connecting with potential customers in a foreign country through strategic choices around which... Read more

Part I: Choosing to Enter Foreign Markets

1. Airbnb in China: A Lesson in Deciding an International Market’s Attractiveness

Ademidun Adeleke and Véronique Boulocher-Passet

2. Laboratoire Astelia: Which Emerging Market(s) Should be the Priority for Their Internationalization Efforts?

Valérie Angles and Tatiana Miron

3. Hawkers: Which Latin American Market for the Development of the Born-Global Start-Up?

Clara Sánchez Pérez, Peter Daly, and Véronique Boulocher-Passet

Part II: Choosing an Appropriate Entry Mode

4. Aux Merveilleux de Fred: Spreading French Patisserie Know-How Abroad

Véronique Boulocher-Passet, Peter Daly, and Sabine Ruaud

5. Click&Boat: The Airbnb of the Sea

Florence Gervais and Cédric Ghennouchi

6. Cabaïa: Expanding Through Owned Stores to Conquer Germany?

Véronique Boulocher-Passet, Peter Daly, and Sabine Ruaud

Part III: Choosing to Adapt the Marketing Mix

7. Can Pret A Manger Balance British and Indian Palates? A Case Study of Market Adaptation

André de Almeida and Prachi Deole Marathe

8. A Tale of How Standardization Strategy Is Not Panacea: Uniqlo’s Journey in the US

Mohammad Otoufi

9. Can a Creative, Arty, and “Made in France” Advertising Campaign Help Sell Le Chocolat des Français Worldwide?

Véronique Boulocher-Passet, Peter Daly, and Sabine Ruaud

Part IV: 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 – Clos Montesquieu

Emmanuelle Sauvage and Antonio Spiga

11. Using Country-of-Origin (COO) as an Internationalization Branding Strategy: L’Occitane au Brésil’s Story

Zuzana Kolenova, Véronique Boulocher-Passet, and Francisca Farache