Titlebook: Global Marketing Strategy; An Executive Digest Bodo B. Schlegelmilch Book 2022Latest edition Springer Nature Switzerland AG 2022 Culture.Em

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Daniel F. Robinson,Johanna von Brauny has to make when developing a global marketing strategy, namely, “where to compete,” “how to compete,” and “what we need to compete.” We also briefly discuss the “organizational purpose” as a central boundary condition that drives these three questions and comment on the “management system” that s

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Obtaining, Enforcing and Defending Patents,ate. Subsequently, the discussion shifts to global innovation and product development and demonstrates how different types of innovations may have rather different implications for the innovating company and the market as a whole. Next, we look at the international product life cycle, which is used

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https://doi.org/10.1007/978-0-230-58239-2l marketing. This chapter considers some of the key influences on setting prices in an international arena and looks at global pricing strategies and practices. The discussed topics range from different approaches to pricing in international markets to new approaches to pricing in today’s digital en

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From Resistance to Accommodation,usiness ethics from a corporate perspective and briefly explores the role of consumers and regulators. When attempting to clarify what business responsibility entails, we note persistent disagreements on rather fundamental positions. Examples include the remit of CSR and its voluntary nature; the po

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Instructed Women and the Case of pandemic vividly illustrates how unpredictable our environment is. The widely used VUCA acronym further reminds us that the future is volatile, uncertain, complex, and ambiguous. But does this rising uncertainty hail the end of strategic planning? We argue that the opposite is true. In a future incr