International Marketing - Topics Covering The Micro-context of International Marketing

Topics Covering The Micro-context of International Marketing

According to Kotabe, the following topics covers the micro-context of international marketing.

Organisational and consumer behaviour:

• organisational buying behaviour;
• international negotiations;
• consumer behaviour;
• country of origin.

Marketing entry decisions:

• initial mode of entry
• specific modes of entry

• exporting;
• joint ventures.

Local market expansion: marketing mix decisions:

• global standardisation vs. local responsiveness
• Marketing mix:

• product policy;
• advertising;
• pricing;
• distribution.

Global strategy:

• Competitive strategy:

• conceptual development;
• competitive advantage vs. competitive positioning;
• sources of competitive advantage and performance implications.

• Strategic alliances:

• learning and trust;
• recipes for alliance success;
• performance of different types of alliance.

• Global sourcing:

• global sourcing in a service context;
• benefits of global sourcing;
• country of origin issues in global sourcing.

• Multinational performance:

• determinants of performance;
• a different interpretation of performance.

Analytical techniques in cross-national research:

• measuerment issues;
• reliability and validity issues.