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 Laidlerviii 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 RanganContents
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. Buzzellx 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