Contents PART I Designing Strategies for Global Competition INTRODUCTION READINGS The Globalization of Markets by Theodore Levitt Global Strategy . . . In a World of Nations? by George S. Yip Managing In a Borderless World by Kenichi Ohmae CASES Ingvar Kamprad and IKEA by Christopher A. Bartlett and Ashish Nanda Grupo Televisa S.A. de C.V. by John A. Quelch and Jonathan J. Ginns Mary Kay Cosmetics: Asian Market Entry by John A. Quelch and Nathalie Laidlerviii Contents PART 2 Global Marketing Programs 168 176 217 239 277 319 INTRODUCTION READINGS Can You Standardize Multinational Marketing? by Robert D. Buzzell Customizing Global Marketing by John A. Quelch and Edward J. Hoff How Multinationals Can Counter Gray Market Imports by S. Tamer Cavusgil and Ed Sikora Can Sales Promotion Go Global? by Kamran Kashani ‘and John A. Quelch CASES Hoover: Multinational Product Planning by Robert D. Buzzell and Jean-Louis LeCocq Henkel Group: Umbrella Branding and Globalization Decisions by Robert J. Dolan Milkpak Limited — International Joint Venture by John A. Quelch and Afroze A. Mohammed Fisher-Price Benelux by Robert D. Buzzell, Carlos del Nero, and Stephen Muirhead Kentucky Fried Chicken (Japan) Ltd. by Christopher A. Bartlett and U. Srinivasa RanganContents PART 3 Organizing and Controlling Global Marketing Operations 364 INTRODUCTION READINGS 373 The New Country Managers by John A. Quelch 384 Organizing for Worldwide Effectiveness: The Transnational Solution by Christopher A. Bartlett and Sumantra Ghoshal 408 What Is a Global Manager? by Christopher A. Bartlett and Sumantra Ghoshal CASES 423 Nestlé S.A.: International Marketing by John A. Quelch and Edward ]. Hoff 455 Procter & Gamble Europe: Vizir Launch by Christopher A. Bartlett 480 Becton-Dickinson: Worldwide Blood Collection Team by Christopher A. Bartlett and Kathleen Scharf 307 Citibank: Marketing to Multinational Customers by Robert D. Buzzellx Contents PART 4 Special Issues in Global Marketing 538 = gs INTRODUCTION READINGS After the Wall: Marketing Guidelines for Eastern Europe by John A. Quelch, Eric Joachimsthaler, and Jose Luis Nueno Pharmaceutical Marketing Practices in the Third World by N. Craig Smith and John A. Quelch Opinion: Should Multinationals Invest in Africa? by John A. Quelch and James E. Austin CASES The Body Shop International by Christopher A. Bartlett, Kenton Elderkin, Krista McQuade, and Myra Hart Harlequin Romances — Poland by John A. Quelch and Nathalie Laidler Weissberg Gmbh by John A. Quelch Ciba-Geigy Pharmaceuticals: Pharma International by N. Craig Smith and John A. Quelch