2nd Edition
Strategic International Marketing Strategy Development and Implementation
Strategic International Marketing, 2e offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise their business, using Carl Arthur Solberg's tried and tested Nine Strategic Windows model.
Compact and readable, this practical text offers the reader insights into the globalisation phenomenon, partner relations and strategic positioning in international markets. This 2nd edition has been fully updated to include coverage of the complex international business environment, consider how technological development has shaped buyer behaviour, channels of distribution and payments systems globally, and the impact of digitalisation on the global economy more broadly. New international case studies and examples are included throughout to demonstrate how the theory translated into practice.
This text is strategic and applied, and an ideal introduction to international marketing for advanced undergraduates and postgraduates in Business and Management, as well as those studying for MBAs and executive qualifications. It also offers a pragmatic toolkit for managers and marketers that are seeking to expand their business into new territories. Supplementary online resources are available to aid instructors.
1. Introduction Part I: Developing Strategic Thrust in a Globalising World 2. International Business Environment: from Local to Global Markets 3. The Internationalisation Process and Firm Resources 4. Strategy Development in International Markets Part II: Decisions in International Marketing 5. Information for International Marketing Decisions 6. Market Selection and Market Portfolio 7. Operation modes in International Markets 8. Partners in International Marketing 9. Standardisation and Adaptation of International Marketing 10. Product Strategies in International Markets 11. Promotion Decisions in International Markets 12. Pricing Decisions in International Markets Part III: Planning and Organising the International Marketing Effort 13. Planning the International Marketing Effort 14. Organising the International Marketing Effort 15. Epilogue - Concluding Remarks
Biography
Carl Arthur Solberg is a Professor Emeritus of International Marketing at BI Norwegian Business School.
Håvard Huse is Associate Professor in Marketing and Associate Dean of the program in Digital Communications and Marketing at BI Norwegian Business School.
" An interesting and comprehensive volume to deep dive into the subject of International Marketing. A singular resource for both present and aspiring marketing leaders, offering both theoretical insights and practical examples to help them effectively navigate international markets. This is a book that cannot be missed!"
— Alessandro Inversini, (Dr.) Associate Professor of Marketing, EHL – Hospitality Business School
“This is a book that sets itself apart from many of the textbooks on International marketing in that the authors have blended and integrated theory and practice in the area of international business. The authors have shown they have a comprehensive understanding and knowledge of the theories and debates in international marketing which present the alternative concepts which have been developed over time. This is invaluable for students and managers covering the macro perspective and the firm-level processes and decisions. It is rare, for example, to see a systematic screening method for market screening that can be used for assignments and for managers to apply to their business. The book connects the external environment to the internal resources and strategic positions of firms. The book is nuanced and takes a contingency approach avoiding generalised prescriptions. The work is full of examples and cases which illustrate and apply the theory. It is well-written and engages the reader's interest in the discussion and style. The authors also have shown their extensive experience in the practice of international marketing. I highly recommend this book.”
— Keith J. Perks, Honorary School Fellow, University of Brighton
