An important aspect of the global supply chain is that of physical distribution and transportation mode choice. Transportation is one major factor to consider because it determines how and when goods will be received. It can be further divided into … Read More
In “Marketing Internacional Curativo: Nuevo Enfoque en el Campo”, Professor Michael Czinkota addresses different ways in which the redefinition of International Marketing can be worked with. He classifies them into four groups: The context in the field, the world and … Read More
The following is the first installment of Professor Michael Czinkota’s article “Marketing Internacional Curativo: Nuevo Enfoque en el Campo”. In this segment, the importance of international marketing is touched on. It has not only led to the accumulation of benefits … Read More
New Book from Professor Czinkota! As I Was Saying…Observations on International Business and Trade Policy, Exports, Education, and the Future In Stock: March 6, 2012. To Pre-order, Click Here. With a Foreword by Philip Kotler, the S.C. Johnson … Read More
We are finding that the cost of freedom seems to be increasing lately. Terms like free trade or free choice have been misleading since they all come with a price, which international marketers pay in terms of preparing their shipments, … Read More
Some companies find that they cannot meet their global marketing objectives by continuing to export, so they make direct investments in international markets to gain access to manufacturing facilities, supplies, or labor, among other reasons. They become multinational corporations which … Read More
As global retailers gain more power, marketers might feel more pressure to have brands for customers who are often more global themselves, sharing increasingly similar tastes, preferences and consumption habits. While some believe that global brands add value by making … Read More
Global product development is similar to domestic product development. It starts with ideas. While in the past these ideas might have come strictly from people in the home market, global product thinking draws on input from intermediaries, franchisees, and overseas … Read More
Consumers worldwide associate global brands with three characteristics and evaluate their performace in these areas when making purchasing decisions: Quality, Emotion related to aspirations, and Involvement in solving social problems. This information offers lessons for marketers. First, do not hide … Read More
When a company is ready to take the product to market, the impact of an effective gloabl product launch can be great, but so can the cost of one that is poorly executed. High development costs and competitive pressures often … Read More
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