• View the Talks
• 29 min
  1. Global advertising in the 21st century

  • Dr. Nükhet Vardar
• 49 min
  2. The global marketing imperative

  • Dr. Michael Czinkota
• 31 min
  3. Risk management

  • Mr. Jim Sherlock
• 41 min
  4. Entry mode strategy in global marketing

  • Prof. Svend Hollensen
• 64 min
  5. Exporting

  • Prof. Stan Paliwoda
• 37 min
  6. Export promotion in least developed countries: an overview of programs, challenges and prospects

  • Dr. Habte G. Selassie
• 38 min
  7. Competing in foreign markets: a global perspective on national challenges

  • Dr. Michael McDermott
• 33 min
  8. Cross-boundary marketing: sensitivity to global convergence or global individualism?

  • Prof. Luiz Moutinho
• 30 min
  9. Cross-cultural management: essential insights for international marketers

  • Prof. Nigel Holden
  • Mr. Martin Glisby
• 46 min
  10. Internationalization and SMEs: a practitioner's perspective

  • Dr. Michael McDermott
• 46 min
  11. The internationalization of family and non family-owned SMEs

  • Dr. Dave Crick
• 53 min
  12. Big markets for small companies

  • Prof. Peter Enderwick
• 48 min
  13. Nation branding

  • Dr. Keith Dinnie
• 91 min
  14. Place branding and product-place image effects

  • Dr. Nicolas Papadopoulos
• 53 min
  15. Recent trends in global advertising practice

  • Dr. Nükhet Vardar
• 31 min
  16. Incoterms 2000

  • Mr. Jim Sherlock
• 36 min
  17. International product policy

  • Dr. Lakhdar Boukersi
• 43 min
  18. International branding

  • Prof. T.C. Melewar
  • Dr. Suraksha Gupta
• 20 min
  19. India as an emerging market

  • Dr. Madhumita Banerjee
• 43 min
  20. Impact of Chinese culture on Chinese consumers

  • Dr. Junsong Chen
• 55 min
  21. Brands across the Mekong: a dual case history

  • Dr. Tim Andrews
• 34 min
  22. International marketing planning: adaptation and standardisation

  • Prof. Demetris Vrontis
• 29 min
  23. Globalization and corporate social responsibility

  • Prof. Andrew McAuley

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Main themes
3. Prologue
4. Culture and international marketing
5. Culture's impact on international marketing
6. What cultural phenomena lie behind this list?
7. Hofstede's definition of culture
8. Where the work of Hofstede is misused
9. Some enlightenment from marketing history
10. What do these examples tell us
11. Culture as a conceptual problem for marketers
12. The problem with the standard view of culture
13. The problem with the Hofstede approach
14. Rethinking culture for international marketing
15. Cross cultural management: an alternative view
16. The importance of this perspective
17. Explicit and tacit knowledge
18. Marketing knowledge
19. Towards a knowledge based view
20. Henkel's challange in east and central Europe
21. Henkel: the ECE strategy
22. Henkel: international marketing as team work
23. The unforeseen benefits of the Henkel approach
24. Schindler in Japan and Asia
25. Schindler in Japan: the challenge
26. Schindler in Japan: the solution
27. Schindler in Asia
28. Schindler in Asia: a KM analysis
29. Simply the Group: brand development
30. Behind the scenes
31. Philosophy and guiding concepts of STG
32. Fusion as practice
33. Fusion as knowledge management
34. Key learning points
35. For the research-minded
36. References

Topics Covered

• Culture is a major variable in the planning and execution of international marketing programs
• The traditional values-based assumptions about culture have limitations in today's interconnected global economy
• An alternative concept focuses on international marketing as a knowledge-based activity
• Examples of challenges and benefits of this approach

Links

Series:

• Exporting, International and Global Marketing Management

Categories:

• Global Business Management
• Marketing & Sales

Bite-size Case Studies:

• Schindler: applying knowledge-based marketing in Japan

Talk Citation

Publication History

• Published on November 30, 2009