INTERNATIONAL MARKETING (MG506)
MBS in Marketing
MBS in Strategic International Marketing
Semester 1 (2002/2003)
Course Leader: Dr. Michael Gannon
Room No. Q214 Telephone: 7005159 e-mail: michael.gannon@dcu.ie
As Ireland is one of the more open economies in the world many Irish companies are deeply involved in international marketing. A very high proportion of the country's output is exported and much of our input requirements are obtained overseas. The country also depends on international markets for its supply of many manufactured goods and consumer products. Consequently, Irish managers are faced with international marketing problems, the solutions to which are facilitated by a deeper understanding of the central forces underlying the practice of international marketing.
OBJECTIVES: The course seeks to advance the student's knowledge of the various aspects of international marketing with the principle objective of developing skills in the identification, analysis and solution of problems in international marketing theories and the practice of international marketing in Ireland and abroad.
TEACHING METHOD: The teaching method in this course is a mix of seminars/class presentations and lectures. For the learning process to be really effective it is imperative that you study readings associated with each lecture prior to class and that you actively participate in discussions during class. It is up to each student to access reading materials available electronically (see notes at end of this document).
ASSESSMENT: A total of 50% is allocated to continuous assessment. Course participants will be divided into small working groups to research and prepare seminar presentations. For each seminar presentation a number of questions will be supplied in advance. It is intended that the presenting group will address these questions using the recommended reading materials. Readings are a mix of seminal international marketing articles, which serve to put subject areas in context, and current journal articles that provide the contemporary view on the issues of interest. Groups are encouraged, however, to source and use additional research materials from among the extensive resources available at and through the library. Each presenting group will hand up a transcript of their presentation to the lecturer for assessment. Following the presentation a seminar will ensue. The Instructor will act as seminar leader and will call upon individuals not presenting for ideas on topics under discussion. All course participants will be expected to prepare material and readings for these sessions in the usual way before coming to class.
REQUIRED TEXT:
Hollensen, Svend (2001), Global Marketing: A market-responsive approach, Prentice Hall International, 2ND edition.
Recommended for reference purposes:
Bradley, Frank (1999), International Marketing Strategy, Prentice Hall, 3rd ed.
Keegan, Warren J (2002) Global Marketing Management, Prentice Hall, 7th ed.
Onkvisit, Sak and John J Shaw (1997), "International Marketing - analysis and strategy", Prentice Hall, 3rd ed.
Root Franklin D (1994), Foreign Market Entry Strategy, Lexington Books. Lexington Mass.
Young, Hamill, Wheller and Davies (1989), International Market Entry and Development, Prentice Hall.
WEEKLY READING:
WEEK 1: INTRODUCTION TO INTERNATIONAL MARKETING AND EXPORT BEHAVIOUR (Week Beginning: Sept 30th)
Katsikeas Constantine S (1996), "Ongoing export motivation: differences between regular and sporadic exporters", IMR, 13, 2, 4-19. (Emerald)
Katsikeas Constantine S and Robert E Morgan (1994), "Differences in Perceptions of Exporting Problems Based on Firm Size and Export Market Experience" EJM, 28, 5, 17-35. (Emerald)
Leonidou, Leonidas C (1995) "Export barriers: non-exporters' perceptions", International Marketing Review, 12, 1, 4-25. (Emerald)
WEEK 2: THEORIES OF INTERNATIONAL TRADE AND INTERNATIONALISATION OF THE FIRM (Week Beginning: Oct 7th )
Readings: Hollensen, Svend (2001), Chapters 2 -3
Morgan, Robert E and Constantine S Katsikeas (1997) "Theories of international trade, foreign direct investment and firm internationalization: a critique", Management Decision, 35, 1, 68-78. (Emerald)
Johanson J and J-E Vahlne (1977), "The internationalisation process of the firm - a model of knowledge development and increasing foreign market commitments", JIBS, Spring/Summer, 23-32.
Johansson Jan and Jan-Erik Vahlne (1990), "The Mechanism of Internationalisation" IMR, 7, 4, 11-24.
Bell, Jim (1995), "The internationalisation of small computer software firms", EJM, 29, 8, 60-75. (Emerald)
Johnsen, Rhona E and Thomas E Johnsen (1999), " International market development through networks: The case of the Ayrshire knitwear", Journal: International Journal of Entrepreneurial Behaviour and Research, 5, 6, 297-312. (Emerald)
WEEK 3: TARGET COUNTRY SELECTION
(Week Beginning: Oct 14th)
Readings: Hollensen, Svend (2001), Chapter 7
Robertson Kim R and Van R. Wood (2001), "The relative importance of types of information in the foreign market selection process", IBR, 10, 363-379. SD
Young S. et al (1989), Identifying Overseas Opportunities" Chapter 2 of International Market Entry and Development, Harvester Wheatsheaf.
Ward James (1989), "The Planned Approach to Export Markets", B&F, February 2nd, 31-33.
WEEK 4: THE ENVIRONMENT OF INTERNATIONAL MARKETING
(Week Beginning: Oct 21st).
Readings: Hollensen, Svend (2001), Chapter 5 - 6
Sebenius, James K. (2002), "The Hidden Challenge of Cross-Border Negotiations", HBR, (March), 76-85. (BSP: Ebsco)
Thorn Le Claire, Debbie (2000), "Marketing planning and the policy environment in the European Union, IMR, 17, 3, 193-215 (Emerald)
Geroski, Paul A (1999), "Early warning of new rivals", Sloan Management Review; (Spring), 40, 3, 107
Gilligan Colin (1987), "Managing Political Risk in International Marketing", IrMR, May, 16-24.
WEEK 5: FOREIGN MARKET ENTRY MODE CHOICE
(Week Beginning: Oct 28th)
Readings: Hollensen, Svend (2001), Chapters 8, 9 10 and 11
Bradley, Chapters 11, 12, 14
Bradley, Frank and Michael Gannon (2000), "Does the firm’s technology-marketing profile affect foreign market entry?", Journal of International Marketing, 8, 4, December, 12-36. (BSP: Ebsco)
Driscoll, Angie (1995), "Foreign Market Entry Methods: A mode choice framework", in International Marketing Reader, Paliwoda S and JR Ryans eds.,
Hill, Charles W.L., Peter Hwang and W. Chan Kim (1990), "An eclectic theory of the choice of international entry mode", Strategic Management Journal, 11, 117-128.
Arnold, David (2000), "Seven Rules of International Distribution", HBR, Nov-Dec., 131-137 (BSP: Ebsco)
WEEK 6: COMPETITIVE ALLIANCES
(Week Beginning: Nov 4th)
Readings: Bradley, Chapter 13
Hoffman, Werner H and Roman Schlosser (2001), "Success Factors of Strategic Alliances in Small and Medium-sized Enterprises - An Empirical Survey", Long Range Planning, 34, 4, 357-381. (SD)
Das T. K. and Bing-Sheng Teng (1997), "Sustaining Strategic Alliances: Options and Guidelines" JGM, 22, 4, (Summer), 49-64.
Bleeke, Joel and David Ernst (1995), "Is Your Strategic Alliance Really a Sale", HBR, (January-February), 97-105. (BSP: Ebsco)
Aitken, Murray, Sunita Baskaran, Eric Lamarre, Michael Siber and Susan Waters (2000), "A License to Cure" McKQ, 1, 80-89. http://www.mckinsey.com/
Ernst, David and Tammy Halevy (2000), "When to think alliance", McKQ, 4, 47-55 http://www.mckinsey.com/
WEEK 7: READING WEEK: Review Materials covered thus far.
(Week Beginning: Nov 11th)
WEEK 8: INTERNATIONAL PROMOTION STRATEGIES
(Week Beginning: Nov 18th)
Readings: Hollensen, Svend (2001), Chapter 17
Taylor, Charles R. and Mary Anne Raymond, (2000), " An analysis of product category restrictions in advertising in four major East Asian markets", International Marketing Review ; 17:3 287-304 (Emerald)
Papavassilou, Nikolas and Vlasis Stathakopoulos (1997), "Standardization versus adaptation of international advertising strategies: Towards a framework", EJM, 31, 7, 504-527. (Emerald)
Quelch, John A. and David Harding (1996), "Brand versus Private Labels: Fighting to Win", HBR, (January-February), 99-109. (BSP: Ebsco)
Joachimsthaler, Erich and David A. Aaker (1997), Building Brands without Mass Media", HBR, (January - February), 39-50 (BSP: Ebsco)
Aaker, David A, and Erich. Joachimsthaler (1999), "The Lure of Global Branding", HBR, Nov/Dec., 137-144 (BSP: Ebsco)
WEEK 9: INTERNATIONAL PRODUCT STRATEGIES
(Week Beginning: Nov 25th)
Readings: Hollensen, Svend (2001), Chapter 14
Ulwick, Anthony W. (2002), "Turn Customer Input into Innovation", HBR, (January), 91-97 (BSP: Ebsco)
Walters Peter P.G. and Brian Toyne (1989), "Product Modification and Standardization in International Markets: Strategic Options and Facilitating Policies", CJWB, Vol.XXIV, No.4, Winter, 37-44.
O’Donoghue, Redmond (1994), "Marquis by Waterford: creating a new international brand, Irish Marketing Review, 31-37.
Niss, Hanne (1996), "Country of origin marketing over the product life cycle", EJM, 30,3, 6-22. (Emerald)
WEEK 10: PRICING AND DISTRIBUTION IN INTERNATIONAL MARKETING (including Internet Marketing)
(Week Beginning: Dec 2nd)
Readings: Hollensen, Svend (2001), Chapter 13, 15 and 16
Florissen, Andreas Boris Maurer, Bernhard Schmidt, and Thomas Vahlenkamp (2001), "The race to the bottom", The McKinsey Quarter, 3, http://www.mckinsey.com/
Eugsler, Cristopher C, Jatin N. Kattar and Eric V. Roegner (2000), "Bringing Discipline to Pricing", McKQ, Vol 1. http://www.mckinsey.com/
Cavusgil Tamer S (1988), "Unraveling the Mystique of Export Pricing", Business Horizons, (May-June), 54-63
Ghosh, Shikhar (1998), "Making Business Sense of the Internet", HBR, (March - April), 126-135. (BSP: Ebsco)
WEEK 11: THE GLOBAL MARKETING DEBATE
(Week Beginning: Dec 9th)
Readings: Hollensen, Svend (2001), Chapter 19
Lovelock Christopher H and George S Yip (1996), "Developing global strategies for service businesses", CMR, 38, 2, (Winter), 64-86 (SB)
Levitt T. (1983), "The Globalisation of Markets", HBR, May/June, 92-102 (BSP: Ebsco)
Rugman, Alan and Richard Hodgetts (2001), "The End of Global Strategy", EMJ, 19, 4, (August), 333-343. (SD)
Yip George S., Pierre M. Loewe and Michael Y. Yoshino (1988), "How to Take Your Multinational to the Global Market" CJWB, Winter, 37-48.
Vignali, Claudio (2001), "McDonald's: "think global, act local" - the marketing mix", British Food Journal , 103, 2, 97-111. (Emerald)
WEEK 12: OVERVIEW OF COURSE
(Dec 17th)
The following referencing convention applies:
B&F = Business and Finance
CJWB = Columbia Journal of World Business
EJM = European Journal of Marketing
EMJ = European Management Journal
IBAR = Irish Journal of Business Administration and Research
IMR = International Marketing Review
IrMR = Irish Marketing Review
IJA = International Journal of Advertising
JBS = Journal of Business Strategy
JCM = Journal of Consumer Marketing
JGM = Journal of General Management
JIBS = Journal of International Business Studies
JIM = Journal of International Marketing
JMR = Journal of Marketing Research
JSM = Journal of Strategic Marketing
MIR = Management International Review
HBR = Harvard Business Review
SMJ = Strategic Management Journal
SMR = Sloan Management Review
MKQ = McKinsey Quarterly Review
Sourcing Readings
Reading marked (Emerald), (SD) (BSP: Ebsco) etc. can be accessed electronically via DCU Web databases as indicated below. Other readings can be accessed in the short term loan section of the Library and also in some cases in the journal back issues.
Emerald - denotes that this reading can be viewed on the EMERALD site.
To get an individual article, enter the Emerald site on the Library Webdatabases and follow the following steps:
1. At top of page click on "search"
2. Click "Author" box, and type in name of author you are searching for.
3. From the resulting list click on the relevant title.
4. On bottom of page Click "PDF (full document)
5. Save or Print article
MKQ - Articles from McKinsey Quarterly Review may be accessed online by registering on http://www.mckinsey.com/ Alternatively hardcopy of journal available in DCU Library.
SD denotes that this journal is available on SCIENCE DIRECT - Full Text Journal Coverage in DCU Library
1. Enter Science direct from Library Link
2. Click on "Group-wide login" Search for Journal you are looking for
BSP: Ebsco denotes that this journal is available on Business Source Premier ; Ebsco Web database in DCU Library