International marketing is important as the world becomes increasingly globalized. In an international context, marketing managers plan and conduct transactions across borders to create exchanges that satisfy the objectives of individuals and organizations. The fact that a transaction takes place “across national borders” highlights the difference between domestic and international marketing.
The course considers the basic concepts of international marketing, the various activities necessary for international marketing planning, the beginning of international marketing activities to be conducted by a domestic firm, and relevant issues on strategy and marketing management relevant to expanded global operations.
The course uses:
- Six relevant case studies of firms involved in implementing international marketing strategies.
- Current articles from business newspapers and magazines to be discussed on a daily basis to motivate class participation. The selected articles illustrate the different concepts and tactics
studied during the course and provide interesting and practical examples of European, Asian and
American firms implementing international marketing strategies.
Prerequisites:
NONE
Attendance policy:
Attendance is mandatory for all IES classes, including field studies. Any exams, tests, presentations, or other work missed due to student absences can only be rescheduled in cases of documented medical or family emergencies. If a student misses more than three classes in any course, half a letter grade will be deducted from the final grade for every additional absence. Seven absences in any course will result in a failing grade.
Learning outcomes:
By the end of the course students will be able to:
• Analyze the environmental variables that influence international marketing;
• Describe the strategies and tactics that can lead to successful international marketing given those environmental constraints;
• Discuss the more typical management decisions and problems faced, highlighting those peculiar to
the international arena;
• Understand how managers perform the functional tasks that constitute international marketing such as marketing intelligence and “mix” adaptations;
• Analyze a real-world case study involving complicated international marketing issues and provide
recommendations in both written form and in the form of a group presentation
Method of presentation:
Lecture, class discussion, case studies, individual and group exercises, videos, field study.
LANGUAGE OF PRESENTATION: English
Required work and form of assessment:
Short article presentation (10%); class participation (20%); group case analysis (20%); midterm exam
(25%); final exam (25%)
content:
Session 1: Course Overview. Basics of Marketing. The
International Marketing Imperative.
Session 3: The Cultural Environment: Sources of Cultural Knowledge, Cultural Analysis
Required Reading:
Cateora, Philip R., John L. Graham and Prashant Salwan (2008). “Case
Study 2-1: The Not-so-Wonderful World of EuroDisney---Things
Are Better Now at Paris Disneyland,” in International Marketing
13th Edition. New York: McGraw-Hill (2008), pp. 727-731. “Hofstede’s 5 Dimensions of Culture.” Available at http://www.geert-hostede.com
Mangu-Ward, Katherine (2009). “Free beer: brewing individualism,” in Reason Magazine, March 2009. Available online at: http://www.reason.com/news/show/131408.html .
Session 5: The Economic Environment
Required Reading:
The Path to Enlightenment (2007), in Crane’s Chicago Business
(2007). Available: http://www.chicagobusiness.com/cgi- bin/article.pl?article_id=27686&seenIt=1. Accessed May 24, 2009.
The Looming Revolution (2004), in The Economist (November 11, 2004). Available: http://www.economist.com/business/displayStory.cfm?story_id=3375500. Accessed May 24, 2009.
“A Better Today: Brazil’s growing middle class wants the good life, right now.” The Economist, November 12, 2009.
Session 7: Research: Building the Knowledge Base
Required Reading:
Cateora, Philip R. et al (2008). “Case Study 3-1: International Marketing Research at the Mayo Clinic,” in International Marketing 13th Edition. New York: McGraw-Hill (2008), pp. 762-766.
Session 8: Market Entry
Required Reading:
Hill, Charles L. (2005). “Wal-Mart’s Mexican Adventure,” in
International Business: Competing in the Global Marketplace
5th Edition. New York: McGraw-Hill (2008), pp. 515-519. Arndt, Michael (2010). “At Pollo Campero, Growth is on the Menu.”
Bloomberg Businessweek, March 11, 2010. Online access: http://www.businessweek.com/magazine/content/10_12/b417
1072640171.htm?chan=magazine+channel_what%27s+next
Boyle, Matthew (2009). “Wal-Mart’s Painful Lessons,” in Bloomberg
Businessweek, October 13, 2009. Online access: http://www.businessweek.com/managing/content/oct2009/ca2
0091013_227022.htm
Session 9: Situational Analysis
Required Reading:
Rangan, V. Kasturi and Sunru Yong (2010). Alpen Bank: Launching the Credit Card in Romania. Boston: Harvard Business Publishing, Case 4559.
Session 10: Product Adaptation
Required Reading:
Mellor, William (2011). “McDonald’s No Match for KFC in China as
Colonel Rules Fast Food,” in Bloomberg, January 26, 2011.
Session 13: Case Study: Unilever (A)
Required Reading:
Franch, Josep and Marc Cort?s (1999). Unilever (A): Globalising the
Ice Cream Market. Barcelona: ESADE, Case Study 500-003-1BW.
Session 16: Case Study: elBulli
Required Reading:
Norton, Michael, Julian Villanueva and Luc Wathieu (2008). elBulli: The Taste of Innovation. Boston: Harvard Business School,
Case Study 9-509-015.
Session 19: Global Promotional & Marketing Strategies (cont)
Required Reading:
Paul, Justin and Charlotte Feroul (2010). Louis Vuitton in Japan.
Canada: Richard Ivey School of Business – The University of
Western Ontario, Case Study 9B10M067.
Session 21: Case Study: Hikma (A)
Required Reading:
Quelch, John H. and Robin Root (2010). Hikma Pharmaceuticals (A).
Boston: Harvard Business School, Case Study 9-598-019.
Session 22: Field Trip or Guest Speaker
Session 23: Case study: Zara
Required Reading:
Kumar, Nirmalya and Sophie Linguri (2005). Zara: Responsive, High Speed, Affordable Fashion. London: London Business School, Case Study CS-05-037.
Session 24: Case study: Red- Bull
Required Reading:
Kumar, Nirmalya, Sophie Linguri and Nader Tavassoli (2005). Red
Bull: The Anti-Brand Brand. London: London Business School, Case Study CS-04-006.
Final Exam
Required readings:
Case Studies:
Franch, Josep and Marc Cort?s (1999). Unilever (A): Globalising the Ice Cream Market. Barcelona: ESADE, Case Study 500-003-1BW.
Kumar, Nirmalya, Sophie Linguri and Nader Tavassoli (2005). Red Bull: The Anti-Brand Brand. London:
London Business School, Case Study CS-04-006.
Kumar, Nirmalya and Sophie Linguri (2005). Zara: Responsive, High Speed, Affordable Fashion.
London: London Business School, Case Study CS-05-037.
Norton, Michael, Julian Villanueva and Luc Wathieu (2008). elBulli: The Taste of Innovation. Boston: Harvard Business School, Case Study 9-509-015.
Paul, Justin and Charlotte Feroul (2010). Louis Vuitton in Japan. Canada: Richard Ivey School of
Business – The University of Western Ontario, Case Study 9B10M067.
Rangan, V. Kasturi and Sunru Yong (2010). Alpen Bank: Launching the Credit Card in Romania. Boston: Harvard Business Publishing, Case 4559.
Quelch, John H. and Robin Root (2010). Hikma Pharmaceuticals (A). Boston: Harvard Business School, Case Study 9-598-019.
Articles and Other Readings:
“A Better Today: Brazil’s growing middle class wants the good life, right now.” The Economist, November 12, 2009.
Cateora, Philip R. et al (2008). “Case Study 3-1: International Marketing Research at the Mayo Clinic,”
in International Marketing 13th Edition. New York: McGraw-Hill (2008), pp. 762-766.
Cateora, Philip R., John L. Graham and Prashant Salwan (2008). “Case Study 2-1: The Not-so-Wonderful World of EuroDisney---Things Are Better Now at Paris Disneyland,” in International Marketing 13th Edition. New York: McGraw-Hill (2008), pp. 727-731.
Hill, Charles L. (2005). “Wal-Mart’s Mexican Adventure,” in International Business: Competing in the
Global Marketplace 5th Edition. New York: McGraw-Hill (2008), pp. 515-519.
O’Rourke, Breffni (2007). “Iran: Shell Faces ‘Dilemma’ in South Pars Project,” from RFE/RL Online, February 14, 2007. Available: http://www.rferl.org/content/article/1074705.html. Accessed May
24, 2009.
International Marketing: an European approach
International marketing is important as the world becomes increasingly globalized. In an international context, marketing managers plan and conduct transactions across borders to create exchanges that satisfy the objectives of individuals and organizations. The fact that a transaction takes place “across national borders” highlights the difference between domestic and international marketing.
The course considers the basic concepts of international marketing, the various activities necessary for international marketing planning, the beginning of international marketing activities to be conducted by a domestic firm, and relevant issues on strategy and marketing management relevant to expanded global operations.
The course uses:
- Six relevant case studies of firms involved in implementing international marketing strategies.
- Current articles from business newspapers and magazines to be discussed on a daily basis to motivate class participation. The selected articles illustrate the different concepts and tactics
studied during the course and provide interesting and practical examples of European, Asian and
American firms implementing international marketing strategies.
NONE
Attendance is mandatory for all IES classes, including field studies. Any exams, tests, presentations, or other work missed due to student absences can only be rescheduled in cases of documented medical or family emergencies. If a student misses more than three classes in any course, half a letter grade will be deducted from the final grade for every additional absence. Seven absences in any course will result in a failing grade.
By the end of the course students will be able to:
• Analyze the environmental variables that influence international marketing;
• Describe the strategies and tactics that can lead to successful international marketing given those environmental constraints;
• Discuss the more typical management decisions and problems faced, highlighting those peculiar to
the international arena;
• Understand how managers perform the functional tasks that constitute international marketing such as marketing intelligence and “mix” adaptations;
• Analyze a real-world case study involving complicated international marketing issues and provide
recommendations in both written form and in the form of a group presentation
Lecture, class discussion, case studies, individual and group exercises, videos, field study.
LANGUAGE OF PRESENTATION: English
Short article presentation (10%); class participation (20%); group case analysis (20%); midterm exam
(25%); final exam (25%)
Session 1: Course Overview. Basics of Marketing. The
International Marketing Imperative.
Session 2: Cultural Environment: Culture, Elements of Culture
Required Reading:
Loyalka, Michelle Dammon (2006). “The Art of Chinese Relationships,” in BusinessWeek, January 6, 2006. Available: http://www.businessweek.com/smallbiz/content/jan2006/sb20060105_958312.htm.
Accessed May 24, 2009.
Clifford, Stephanie (2008). “How to Get Ahead in China.” Inc.
Magazine, May 2008. Online access: http://www.inc.com/magazine/20080501/how-to-get-ahead-in-china.html. Accessed April 12, 2010.
Ewing, Jack (2005). “Wal-Mart: Struggling in Germany,” in BusinessWeek Online, April 11, 2005. Available: http://www.businessweek.com/magazine/content/05_15/b3928086_mz054.htm.
Session 3: The Cultural Environment: Sources of Cultural Knowledge, Cultural Analysis
Required Reading:
Cateora, Philip R., John L. Graham and Prashant Salwan (2008). “Case
Study 2-1: The Not-so-Wonderful World of EuroDisney---Things
Are Better Now at Paris Disneyland,” in International Marketing
13th Edition. New York: McGraw-Hill (2008), pp. 727-731. “Hofstede’s 5 Dimensions of Culture.” Available at http://www.geert-hostede.com
Mangu-Ward, Katherine (2009). “Free beer: brewing individualism,” in Reason Magazine, March 2009. Available online at: http://www.reason.com/news/show/131408.html .
Session 4: The Legal And Political Environment; Ethics in International Marketing
Required Reading:
O’Rourke, Breffni (2007). “Iran: Shell Faces ‘Dilemma’ in South Pars Project,” from RFE/RL Online, February 14, 2007. Available: http://www.rferl.org/content/article/1074705.html . Accessed
May 24, 2009.
Myers, Stephen Lee (2005). “In Russia, bribery is the cost of doing business,” in The New York Times, August 10, 2005. Available: http://www.nytimes.com/2005/08/09/world/europe/09iht-russia.html?_r=2. Accessed May 24, 2009.
“W.T.O. to Review U.S. Tariff on Chinese Tires,” in The New York Times, January 11, 2010. Online Access: http://www.nytimes.com/2010/01/12/business/global/12trade.html
Session 5: The Economic Environment
Required Reading:
The Path to Enlightenment (2007), in Crane’s Chicago Business
(2007). Available: http://www.chicagobusiness.com/cgi- bin/article.pl?article_id=27686&seenIt=1. Accessed May 24, 2009.
The Looming Revolution (2004), in The Economist (November 11, 2004). Available:
http://www.economist.com/business/displayStory.cfm?story_id=3375500. Accessed May 24, 2009.
“A Better Today: Brazil’s growing middle class wants the good life, right now.” The Economist, November 12, 2009.
Session 6: The Economic Environment
Required Reading:
Stanford, Duane (2010). “Africa: Coke’s Last Frontier.” Bloomberg Businessweek, October 28, 2010. Available:
http://www.businessweek.com/magazine/content/10_45/b4202054144294.htm
Fear of the Dragon (2010). The Economist, January 10, 2010.
Available: http://www.economists.com/business-finance/displaystory.cfm?story_id=15213305
Material Fitness (2006), in The Economist, February 23, 2006.
Available:
http://faculty.haas.berkeley.edu/sliao/ba178_files/Material%20fitness.htm . Accessed May 24, 2009.
Session 7: Research: Building the Knowledge Base
Required Reading:
Cateora, Philip R. et al (2008). “Case Study 3-1: International Marketing Research at the Mayo Clinic,” in International Marketing 13th Edition. New York: McGraw-Hill (2008), pp. 762-766.
Session 8: Market Entry
Required Reading:
Hill, Charles L. (2005). “Wal-Mart’s Mexican Adventure,” in
International Business: Competing in the Global Marketplace
5th Edition. New York: McGraw-Hill (2008), pp. 515-519. Arndt, Michael (2010). “At Pollo Campero, Growth is on the Menu.”
Bloomberg Businessweek, March 11, 2010. Online access:
http://www.businessweek.com/magazine/content/10_12/b417
1072640171.htm?chan=magazine+channel_what%27s+next
Boyle, Matthew (2009). “Wal-Mart’s Painful Lessons,” in Bloomberg
Businessweek, October 13, 2009. Online access:
http://www.businessweek.com/managing/content/oct2009/ca2
0091013_227022.htm
Session 9: Situational Analysis
Required Reading:
Rangan, V. Kasturi and Sunru Yong (2010). Alpen Bank: Launching the Credit Card in Romania. Boston: Harvard Business Publishing, Case 4559.
Session 10: Product Adaptation
Required Reading:
Mellor, William (2011). “McDonald’s No Match for KFC in China as
Colonel Rules Fast Food,” in Bloomberg, January 26, 2011.
Session 11: Product and Brand Management
Required Reading:
Pfanner, Eric (2009). “The myth of the global brand,” in The New
York Times, January 11, 2009. Online access: http://www.nytimes.com/2009/01/11/technology/11iht-ad12.3.19251743.html.
Kiley, David (2007). “Jack Daniel’s International Appeal,” in Bloomberg Businessweek, October 10, 2007. Online access: http://www.businessweek.com/innovate/content/oct2007/id20071010_651037.htm
Session 12: Product and Brand management (cont.)
Required Reading:
Dan, Avi (2010). “It’s Time to Rebuild Brand Loyalty,” from Forbes.com, February 22, 2010. Available: http://www.forbes.com/2010/02/22/brand-loyalty-google-apple-starbucks-zappos-cmo-network-avi-dan.html. Accessed April 12, 2010.
Gallo, Carmine (2009). “How to Sell More Than a Product,” in
Blooomberg Businessweek, May 19, 2009. Online access:
http://www.businessweek.com/smallbiz/content/may2009/sb20090519_058809.htm
Session 13: Case Study: Unilever (A)
Required Reading:
Franch, Josep and Marc Cort?s (1999). Unilever (A): Globalising the
Ice Cream Market. Barcelona: ESADE, Case Study 500-003-1BW.
Session 14: Global Pricing Strategies: Transfer pricing, Pricing within individual markets
Required Reading:
Mulier, Tom (2011) “Nestle’s Recipe for Juggling Volatile Commodity
Costs,” in Bloomberg Businessweek, March 17, 2011. Online Access:
http://www.businessweek.com/print/magazine/content/11_13/b4221029399707.htm
Darlin, Damon (2007). “The No-Name Brand Behind the Latest Flat- Panel Price War,” in The New York Times, February 12, 2007.
Online access: http://www.nytimes.com/2007/02/12/technology/12olevia.html.
Accessed April 12, 2010.
Drucker, Jessie (2010). “Forest Laboratories’ Globe-Trotting Profits,” in Bloomberg Businessweek,
May 13, 2010. Online access: http://www.businessweek.com/magazine/content/10_21/b4179062992003.htm
Session 15: Midterm exam
Session 16: Case Study: elBulli
Required Reading:
Norton, Michael, Julian Villanueva and Luc Wathieu (2008). elBulli: The Taste of Innovation. Boston: Harvard Business School,
Case Study 9-509-015.
Session 17: Field Trip or Guest Speaker
Session 18: Global promotional strategies: Planning promotional campaigns
Required Reading:
Rauhala, Emily (2009). “Just Another Beer?” Not to Those in Laos on a Mission to Create a Global Buzz,” in The New York Times,
May 26, 2009. Available: http://www.nytimes.com/2009/05/26/business/global/26beer.html.
Levere, Jane L. (2010). “Choosing a Marketing Plan: Traditional or
Social Media” in The New York Times, February 24, 2010. Online access: http://www.nytimes.com/2010/02/25/business/smallbusiness/25sbiz.html.
MacMillan, Douglas (2011). “Getting Social Media Games to Play Overseas,” in Bloomberg Businessweek, February 24, 2011. Online access:
http://www.businessweek.com/magazine/content/11_10/b4218036715963.html.
Veltman, Chloe (2010) “British TV Ads Flaunt Their Arty Side” in The
New York Times, March 14, 2010. Available:
http://www.nytimes.com/2010/03/14/arts/television/14sfcultur e.html. Accessed April 12, 2010.
Session 19: Global Promotional & Marketing Strategies (cont)
Required Reading:
Paul, Justin and Charlotte Feroul (2010). Louis Vuitton in Japan.
Canada: Richard Ivey School of Business – The University of
Western Ontario, Case Study 9B10M067.
Session 20: Channel and Distribution Strategies
Required Reading:
Distribution Channels (2010), from Marketingmo.com. Available:
http://www.marketingmo.com/strategic-planning/how-to-develop-your-distribution-channels/.
Taylor, Victoria (2010). “Elle: More Than a Magazine,” in Forbes.com,
July 30, 2010. Online access: http://www.forbes.com/2010/07/30/ipad-microsoft-elle-publishing-advertising-magazine-fashion-brand-cmo-network-robin-domeniconi.html
Session 21: Case Study: Hikma (A)
Required Reading:
Quelch, John H. and Robin Root (2010). Hikma Pharmaceuticals (A).
Boston: Harvard Business School, Case Study 9-598-019.
Session 22: Field Trip or Guest Speaker
Session 23: Case study: Zara
Required Reading:
Kumar, Nirmalya and Sophie Linguri (2005). Zara: Responsive, High Speed, Affordable Fashion. London: London Business School, Case Study CS-05-037.
Session 24: Case study: Red- Bull
Required Reading:
Kumar, Nirmalya, Sophie Linguri and Nader Tavassoli (2005). Red
Bull: The Anti-Brand Brand. London: London Business School, Case Study CS-04-006.
Final Exam
Case Studies:
Franch, Josep and Marc Cort?s (1999). Unilever (A): Globalising the Ice Cream Market. Barcelona: ESADE, Case Study 500-003-1BW.
Kumar, Nirmalya, Sophie Linguri and Nader Tavassoli (2005). Red Bull: The Anti-Brand Brand. London:
London Business School, Case Study CS-04-006.
Kumar, Nirmalya and Sophie Linguri (2005). Zara: Responsive, High Speed, Affordable Fashion.
London: London Business School, Case Study CS-05-037.
Norton, Michael, Julian Villanueva and Luc Wathieu (2008). elBulli: The Taste of Innovation. Boston: Harvard Business School, Case Study 9-509-015.
Paul, Justin and Charlotte Feroul (2010). Louis Vuitton in Japan. Canada: Richard Ivey School of
Business – The University of Western Ontario, Case Study 9B10M067.
Rangan, V. Kasturi and Sunru Yong (2010). Alpen Bank: Launching the Credit Card in Romania. Boston: Harvard Business Publishing, Case 4559.
Quelch, John H. and Robin Root (2010). Hikma Pharmaceuticals (A). Boston: Harvard Business School, Case Study 9-598-019.
Articles and Other Readings:
“A Better Today: Brazil’s growing middle class wants the good life, right now.” The Economist, November 12, 2009.
“Hofstede’s 5 Dimensions of Culture.” Available at http://www.geert-hostede.com
“W.T.O. to Review U.S. Tariff on Chinese Tires,” in The New York Times, January 11, 2010. Online
Access: http://www.nytimes.com/2010/01/12/business/global/12trade.html
Arndt, Michael (2010). “At Pollo Campero, Growth is on the Menu.” Bloomberg Businessweek, March 11, 2010. Online access:
http://www.businessweek.com/magazine/content/10_12/b4171072640171.htm?chan=magazine+channel_what%27s+next
Boyle, Matthew (2009). “Wal-Mart’s Painful Lessons,” in Bloomberg Businessweek, October 13, 2009.
Online access:
http://www.businessweek.com/managing/content/oct2009/ca20091013_227022.htm
Cateora, Philip R. et al (2008). “Case Study 3-1: International Marketing Research at the Mayo Clinic,”
in International Marketing 13th Edition. New York: McGraw-Hill (2008), pp. 762-766.
Cateora, Philip R., John L. Graham and Prashant Salwan (2008). “Case Study 2-1: The Not-so-Wonderful World of EuroDisney---Things Are Better Now at Paris Disneyland,” in International Marketing 13th Edition. New York: McGraw-Hill (2008), pp. 727-731.
Clifford, Stephanie (2008). “How to Get Ahead in China.” Inc. Magazine, May 2008. Online access:
http://www.inc.com/magazine/20080501/how-to-get-ahead-in-china.html . Accessed April 12,
2010.
Dan, Avi (2010). “It’s Time to Rebuild Brand Loyalty,” from Forbes.com, February 22, 2010. Available: http://www.forbes.com/2010/02/22/brand-loyalty-google-apple-starbucks-zappos-cmo-network-avi-dan.html. Accessed April 12, 2010.
Darlin, Damon (2007). “The No-Name Brand Behind the Latest Flat-Panel Price War,” in The New York Times, February 12, 2007. Online access: http://www.nytimes.com/2007/02/12/technology/12olevia.html. Accessed April 12, 2010.
Distribution Channels (2010), from Marketingmo.com. Available:
http://www.marketingmo.com/strategic-planning/how-to-develop-your-distribution-channels/.
Drucker, Jessie (2010). “Forest Laboratories’ Globe-Trotting Profits,” in Bloomberg Businessweek, May
13, 2010. Online access:
http://www.businessweek.com/magazine/content/10_21/b4179062992003.htm
Ewing, Jack (2005). “Wal-Mart: Struggling in Germany,” in BusinessWeek Online, April 11, 2005.
Available: http://www.businessweek.com/magazine/content/05_15/b3928086_mz054.htm.
Fear of the Dragon (2010). The Economist, January 10, 2010. Available:
http://www.economists.com/business-finance/displaystory.cfm?story_id=15213305
Gallo, Carmine (2009). “How to Sell More Than a Product,” in Blooomberg Businessweek, May 19, 2009. Online access:
http://www.businessweek.com/smallbiz/content/may2009/sb20090519_058809.htm
Hill, Charles L. (2005). “Wal-Mart’s Mexican Adventure,” in International Business: Competing in the
Global Marketplace 5th Edition. New York: McGraw-Hill (2008), pp. 515-519.
Kiley, David (2007). “Jack Daniel’s International Appeal,” in Bloomberg Businessweek, October 10,
2007. Online access:
http://www.businessweek.com/innovate/content/oct2007/id20071010_651037.htm
Levere, Jane L. (2010). “Choosing a Marketing Plan: Traditional or Social Media” in The New York Times, February 24, 2010. Online access: http://www.nytimes.com/2010/02/25/business/smallbusiness/25sbiz.html.
Loyalka, Michelle Dammon (2006). “The Art of Chinese Relationships,” in BusinessWeek, January 6,
2006. Available:
http://www.businessweek.com/smallbiz/content/jan2006/sb20060105_958312.htm. Accessed
May 24, 2009.
MacMillan, Douglas (2011). “Getting Social Media Games to Play Overseas,” in Bloomberg Businessweek, February 24, 2011. Online access: http://www.businessweek.com/magazine/content/11_10/b4218036715963.html.
Mangu-Ward, Katherine (2009). “Free beer: brewing individualism,” in Reason Magazine, March 2009.
Available online at: http://www.reason.com/news/show/131408.html.
Material Fitness (2006), in The Economist, February 23, 2006. Available:
http://faculty.haas.berkeley.edu/sliao/ba178_files/Material%20fitness.htm
Mellor, William (2011). “McDonald’s No Match for KFC in China as Colonel Rules Fast Food,” in
Bloomberg, January 26, 2011.
Mulier, Tom (2011) “Nestle’s Recipe for Juggling Volatile Commodity Costs,” in Bloomberg Businessweek, March 17, 2011. Online Access:
http://www.businessweek.com/print/magazine/content/11_13/b4221029399707.htm
Myers, Stephen Lee (2005). “In Russia, bribery is the cost of doing business,” in The New York Times, August 10, 2005. Available: http://www.nytimes.com/2005/08/09/world/europe/09iht-russia.html?_r=2. Accessed May 24, 2009.
O’Rourke, Breffni (2007). “Iran: Shell Faces ‘Dilemma’ in South Pars Project,” from RFE/RL Online, February 14, 2007. Available: http://www.rferl.org/content/article/1074705.html. Accessed May
24, 2009.
Pfanner, Eric (2009). “The myth of the global brand,” in The New York Times, January 11, 2009. Online access: http://www.nytimes.com/2009/01/11/technology/11iht-ad12.3.19251743.html.
Rauhala, Emily (2009). “Just Another Beer?” Not to Those in Laos on a Mission to Create a Global Buzz,” in The New York Times, May 26, 2009. Available:
http://www.nytimes.com/2009/05/26/business/global/26beer.html.
Stanford, Duane (2010). “Africa: Coke’s Last Frontier.” Bloomberg Businessweek, October 28, 2010.
Online access: http://www.businessweek.com/magazine/content/10_45/b4202054144294.htm
Taylor, Victoria (2010). “Elle: More Than a Magazine,” in Forbes.com, July 30, 2010. Online access: http://www.forbes.com/2010/07/30/ipad-microsoft-elle-publishing-advertising-magazine-fashion-brand-cmo-network-robin-domeniconi.html
The Looming Revolution (2004), in The Economist (November 11, 2004). Available:
http://www.economist.com/business/displayStory.cfm?story_id=3375500. Accessed May 24,
2009.
The Path to Enlightenment (2007), in Crane’s Chicago Business (2007). Available:
http://www.chicagobusiness.com/cgi-bin/article.pl?article_id=27686&seenIt=1. Accessed May
24, 2009.
Veltman, Chloe (2010) “British TV Ads Flaunt Their Arty Side” in The New York Times, March 14, 2010.
Available: http://www.nytimes.com/2010/03/14/arts/television/14sfculture.html.
Accessed April 12, 2010.