BUS401 CASE, SLP and TD3
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required_material.docxRequired Reading
The following interactive tutorial will introduce you to some of the key concepts in international marketing and strategy. Pay special attention to the concepts of standardization and adaptation:
The global marketplace (2014). Pearson Learning Solutions. New York, NY.
For a more detailed discussion of standardization versus adaptation in international marketing see:
Herbig, P. A. (1998). Chapter 2: The standardization versus adaptation debate: Wherefore art thou now? In E. Kaynak & P.A. Harbig (Eds.), Handbook of Cross-Cultural Marketing (pp. 31-50). Haworth Press, Inc., Philadelphia, PA, USA. [Business Source Complete]
A closely related issue to standardization versus adaptation is the choice of overall international strategy. The strategy choices include multi-domestic (high degree of adaptation), global (high degree of standardization), and transnational (a hybrid strategy). Carefully read the following two chapters for more on this important topic:
Jeyarathmm, M. (2008). Chapter 12: Strategy in a global environment. Strategic Management. Himalaya Publishing House. Mumbai, IND, pp. 155-165. [Ebrary. Note: you don’t have to read the whole chapter – just up to page 165. The rest of the chapter will be covered in Module 4]
