Homeworks

HOMEWORK 3 (Total 100 points – 25 points each)

1. (Chapter 5, Question1) What is the difference between a multilocal and a global approach to locating value-adding activities? 2. (Chapter 5, Question 2) What is the difference between strategic and comparative bases of advantage? 3. (Chapter 6, Question 4) What elements of the marketing mix are the easiest to

make global, and which are the hardest?

4. (Chapter 6, Question 5) When should a company use a global brand name and

when should it use different local names?