Global Marketing

Eighth Edition

Part I
The decision whether to
internationalize

Chapter 02
Initiation of internationalization

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Figure 2.1
Pre-internationalization: initiation of SME
internationalization

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Table 2.1
Major motives for starting export

Source: adapted from International Marketing and Export Management, 2nd edn, Addison Wesley (Albaum, G., Strandskov, J., Duerr, E. and Dowd, L. (1994)), p. 31, reprinted by
permission of Pearson Education Ltd.

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Exhibit 2.1
Jägermeister: the famous herbal liqueur is going global as a result of
‘managerial urge’ in the family-owned company

Jägermeister Music Tour

Source: Owen Sweeney/Rex Features/Shutterstock.

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Exhibit 2.1
Jägermeister: the famous herbal liqueur is going global as a result of
‘managerial urge’ in the family-owned company (Continued)

Source: Leonard Zhukovsky/Shutterstock.

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Exhibit 2.3
Internationalization of Haier – proactive and
reactive motives

A Haier store
Source: Sorbis/Shutterstock.

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Table 2.2
Triggers of export initiation

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Figure 2.2
Inward/outward internationalization: a network
example

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Figure 2.3
The inverted U–shaped curve of
internationalization

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Exhibit 2.4
De-internationalization at British
Telecommunications (BT)

Source: Hollensen, S. (2008) Essentials of Global Marketing, FT/Prentice Hall, p. 47. Copyright © Pearson Education Limited.

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Figure 2.5
Global strategy options

Source: adapted from Hollensen, S. (2008) Essentials of Global Marketing, FT/Prentice Hall, p. 48. Copyright © Pearson Educa-tion Limited.

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Countries without access to safe drinking
water

Source: from The World’s Water 1998–1999 by Peter H. Gleick. Copyright © 1998 Island Press. Reproduced by permission of Island Press, Washington, DC.

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Source: Donato Sardella/Getty Images.

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Blake Mycoskie

Source: Donato Sardella/WireImage/Getty Images.

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