Slide 1.1
Part 1
The decision to internationalize
Chapter 1
Global marketing in the firm
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013
Slide 1.2
Figure 1.1
The five-stage decision model in global marketing
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013
Slide 1.3
Figure 1.2
Development of an international marketing plan
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013
Slide 1.4
Figure 1.2
Development of an international marketing plan (Continued)
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013
Slide 1.5
Figure 1.2
Development of an international marketing plan (Continued)
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013
Slide 1.6
Figure 1.2
Development of an international marketing plan (Continued)
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013
Slide 1.7
Figure 1.3
The nine strategic windows
Source: Solberg (1997), p. 11. Reprinted with kind permission. In the original article, Solberg has used the concept of ‘globality’ instead of ‘globalism’.
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013
Slide 1.8
Figure 1.4
The glocalization framework
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013
Slide 1.9
Figure 1.5
The principle of transferring knowledge and learning across borders
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013
Slide 1.10
The global integration/market responsiveness grid: the future orientation of
LSEs and SMEs
Figure 1.6
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013
Slide 1.11
Figure 1.7
The value net
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013
Slide 1.12
Figure 1.8
A ‘simplified’ version of the value chain
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013
Slide 1.13
Figure 1.9
The value chain in relation to the strategic pyramid
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013
Slide 1.14
Figure 1.10
The Pocoyo value chain
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013
Slide 1.15
Figure 1.11
Centralizing the upstream activities and decentralizing the downstream
activities
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013
Slide 1.16
Table 1.1
The traditional value chain versus the service value chain
Source: based on Stabell and Fjeldstad (1998).
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013
Slide 1.17
Figure 1.12
Combining the ‘product value chain’ and the ‘service value chain’
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013
Slide 1.18
Figure 1.13
The virtual value chain as a supplement to the physical value chain
Hollensen, Essentials of Global Marketing Powerpoints on the Web, 2nd edition, © Pearson Education Limited 2013