• 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. Learning outcomes
3. Talk outline
4. Product definition and attributes
5. A product has 3 components
6. International product strategies
7. Product modification
8. Localisation vs. adaptation
9. Reasons for product modification (1)
10. Reasons for product modification (2)
11. Modularisation and postponement (1)
12. Modularisation and postponement (2)
13. Combination of the two concepts (1)
14. Combination of the two concepts (2)
15. Push and pull processes
16. Modularisation in the car industry
17. Platform sharing - the MPV segment
18. Packaging and labelling
19. Global product-communication strategies
20. Global products and brands
21. Global brand
22. Five types of brands
23. Single vs. multiple brand
24. Local vs. global brands
25. Country-of-origin effect on brands
26. Brand counterfeiting (1)
27. Brand counterfeiting (2)
28. Fighting brand piracy
29. Bibliography
30. Thank you

Topics Covered

• International product strategies: standardization versus modification and localization versus adaptation
• Reasons for product modification
• Modularization and postponement techniques
• Global packaging and labeling
• Global product-communication strategies
• Global branding decisions
• Country of origin effect on brands
• Brand counterfeiting

Links

Series:

• Exporting, International and Global Marketing Management

Categories:

• Global Business Management

Talk Citation

Publication History

• Published on November 30, 2009