Interview with Zweites Deutsches Fernsehen (ZDF) , in German

Überlebt Volkswagen?

Es wird eng für VW. Seitdem der Abgas-Skandal publiziert wurde, wollen viele den Konzern finanziell bluten sehen. Milliardenklagen, Milliardenstrafen, Milliardenkosten – gigantische Summen.
Volkswagen ist reich, aber Forderungen dieser Größenordnung sind in der Geschichte einzigartig. Wenige Tage nach den ersten Meldungen von manipulierten Abgaswerten sprach der neue VW-Aufsichtsratsvorsitzende Pötsch von einer „existenzbedrohenden Krise“.

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On Freedom and International Marketing, Part 5: Some Value Dimensions

This is one of the published series on the linkages between freedom and international marketing.

In a global setting, freedom can take on many dimensions. Privileges and obligations that are near and dear to some may well be cheap and easily disposed of by others. The views of one society may differ from views held in other regions of the world. Such differences then account for misunderstandings, surprises, and long-term conflicts.

There are two value dimensions at work here, both of them highly relevant to inter- national marketing. One may be circumscribed as the freedom and values of a market economy. To make them work governmental, managerial, and corporate virtue, vision, and veracity are required. Unless the world can believe in what institutions and their leaders say and do, it will be difficult to forge a global commitment between those doing the marketing and the ones being marketed to. It is therefore of vital interest to the proponents of freedom and international marketing to ensure that corruption, bribery, lack of transparency, and poor governance are exposed for their negative effects in any setting or society. The main remedy will be the collaboration of the global policy community in agreeing on what constitutes transgressions and swift punishment of the culprits involved, so that market forces can work free from distortion.

A second and even more crucial issue is the value system we use in making choices. Some years ago, the Mars Climate Orbiter mission failed spectacularly as a result of the use of different values by the mission navigation teams. One team was using metric units and the other used the English system of measurement. This mistake caused the orbiter to get too close to the atmosphere, where it was destroyed.

There are major differences among what people value around the world. Contrasts include togetherness next to individuality, co- operation next to competition, modesty next to assertiveness, and self-effacement next to self-actualization. Often, global differences in value systems keep us apart and result in spectacularly destructive differences. How we value a life, for example, can be crucial in terms of how we treat individuals. What value we place on family, work, leisure time, or progress has a substantial effect on how we see and evaluate each other.

On Freedom and International Marketing, Part 4: International Marketing and Disenfranchised

This is one of the published series on the linkages between freedom and international marketing.

International marketing can enable the disenfranchised to develop alternatives. Multinational firms can invest in the world’s poorest markets and increase their own revenue while reducing poverty. With support from shareholders and the benefit of good governance, international marketers can, and should, continue in their role as social change agents. The discipline has value maximization at its heart. If it is worthwhile to fulfill the needs of large segments of people, even at low margins, then it will be done. International marketers after all have as their key desire the creation of new customers and suppliers and they are delighted when, in fulfillment of their aims, they can bring about freedom from extremes of hunger, sickness, and intolerance.



Marketing Textbook by McDonough Professors Cited in 1,000 Scholarly Articles

by MSB Georgetown

International Marketing, an oft-used marketing textbook used in undergraduate business and MBA programs nationwide written by Georgetown professors of marketing Michael Czinkota and Ilkka A. Ronkainen reached, 1,000 citations on Google Scholar.

Google Scholar tracks the number of times each book or article is cited in publicly available scholarly works. The number of citations is a generally accepted indicator of the confidence industry scholars place in a particular book or article. As of Oct. 6, 2014, International Marketing was cited 1,007 times. Czinkota and Ronkainen’s book is on its 10th edition, which was published 2013. The first edition was published in 1988.

Czinkota and Ronkainen note that when they started working on International Marketing in 1984, the world of trade and international investment was, for the most part, left up to the experts. Most firms operating globally were large, multinational corporations, and small- and medium-sized companies were just beginning to establish themselves in the international marketplace.

Since it was first published, International Marketing has differentiated itself from similar textbooks by highlighting how strategies for new-to-market companies and firms differ from strategies for established firms in international markets. Furthermore, because professors have worked and written in Washington, D.C., their access to law makers, regulators, and lobbyists has allowed the two to incorporate research on trade and international business policy into the textbook.

For Czinkota and Ronkainen, focusing on these aspects of international marketing early on has allowed them to continue to feature modern concerns in international marketing in the subsequent editions of their book. “By now, international trade and investment have become a common concern,” Czinkota and Ronkainen wrote. “We gave major play to non-U.S. firms and governments and introduced chapters on logistics, services marketing, marketing with governments, and countertrade.”

–David Chardack

Turkey: Rising olive oil output requires better marketing.

İZMİR – Anadolu Agency for Hurriet Daily News

The global olive oil market is already facing a new serious player. Turkey has been methodically raising the output and export to the global market.

“The olive oil yield this year is expected at 190,000 tons. It will exceed 300,000 tons in one or two years under good conditions,” Çetin told Anadolu Agency, adding that the Agriculture Ministry forecasts output to reach 700,000 tons in the near future.

“A strategy is needed to market this increased yield, both domestically and internationally,” he said.

Çetin was voicing a common concern in the sector that prices could dramatically drop in the event of higher output. He suggested that a possible solution may be to boost domestic consumption through campaigns informing people about the health benefits of olive oil.

Consumption per capita has recently increased from 500 grams annually to nearly 2 kilograms, but there is still room for improvement, Çetin stressed.

The Agriculture Ministry’s goal is for consumption to reach 5 kilograms per capita annually.

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