Kate Gillespie

Great text for training the critical resources -- the middle managers -- necessary for responding to global business opportunities. Provides heuristics -- "Review Questions", Case Studies-- and Indices for both Companies and Subjects.

Beginning with the challenge we face:
"Today, virtually every major firm must compete in a global marketplace."

Noting the structural and substantive changes -- giving very specific examples -- for instance: "The past 20 years have witnessed not only a dramatic show more rise in the volume of trade but also numerous changes in its patterns. Countries that once exported vast amounts of steel, such as the United States, are now net importers of the metal." [21]

And finally emphasizing the solution -- training and educating effective and informed managers: "Managers can be a company's scarcest resource. A commitment to recruiting and developing managers who understand the complexities of the global marketplace and the importance of cross-cultural sensitivity should help the international firm build a common vision and values, which in turn facilitate the implementation of a global strategy. "[465]
~~~~~~~~~~~~~~~~~~ Outline ~~~~~~~~~~~~~~~~~~~~
Chapter 1 - Introduction - historical development of global marketing, importance, and the method for study: Competencies, Decision Areas, Chapter organization of the text.

Part 1 - the Global Marketing Environment.
Chapters 2 - 4: Includes the basic theories of World trade -- Absolute, Comparative, and Competitive Advantage. Balance of Payments, Exchange Rates, and Agencies involved with Monetary stability. Great chapter on "protectionism" and trade restrictions and promotions.

Chapt 3 - Cultural and Social Forces, the influences on marketing. Includes the Hofstede Measures of Culture, language and paralinguistic barriers.

Chapt 4 - Political and Regulatory Climate. Host country security, sovereignty, ideology, prestige, and pressure groups. Rule of law. Forecasting regulatory change - leading to "political risk".

Part 2 - Analyzing Global Opportunities.
Chapt 5 - Elements of markets - who the buyers/consumers are, behavior and needs. Business markets. Government markets.
Chapt 6 - Global Competitors - global, local, regionals, State-owned, business groups.
Chapt 7 - Research -- how to plan global research, collection of information and sources.

Part 3: Developing Global Marketing Strategies (GMS).
Chapt 8 - GMS - internationalizing: expansion, pursuing potential, following customers, defenses, "born globals".
Chapt 9 - GMS Entry - exports and production, as strategy. Ownership. Merger and acquisitions. Exit strategies.

Part 4: Designing GM Programs.

Part 5: Managing the GM Effort.
Organizing the organization, types of structures, trends, control, conflicts. show less