Seminar in International Marketing - Marketing 826
Professor: Dr. John B. Ford
Office: 2117 Constant Hall
Office Hours: Mondays and Wednesdays, 10:00-11:30, and by appointment.
Classroom: 2086 Constant Hall (inside Urban Studies/Public Administration suite)
Phone: 683-3587 (Office); 683-5639 (Fax); 623-0639 (Home), E-mail: jbford@odu.edu
Course Objectives: Contemporary businesses are characterized by two critical orientations—strategic and global. This course is designed to impart conceptual knowledge, analytical skills, and research project development and implementation abilities in the area of strategic international marketing management. As such, this is an advanced level seminar course. The primary focus will be on theoretical and practical strategic issues in international marketing. The operational aspects of international marketing will be covered, to a limited extent, as a part of practical issues in developing and implementing international marketing strategies. More specifically, the course is designed to achieve the following objectives:
1. Impart in-depth knowledge of the concepts, paradigms, empirical findings, and research approaches that are relevant to the theory and practice of international marketing management.
2. Develop analytical skills in developing and implementing global marketing strategies, primarily in the context of large multinational settings.
3. Develop the skills of synthesizing, integrating, researching, and generating knowledge of both theoretical and practical perspectives.
Texts: The Borderless World, Kenichi Ohmae, Harper Perrenial, 1999.
Total Global Strategy II, George S. Yip, Prentice-Hall, 2003.
2 Selected
Assignments: This is a class which, to be successful, requires regular attendance and active participation. Each student is required to present one article and to discuss and critique other articles presented at most class meetings. In addition a mid-term exam, that covers one book and Book I of the assigned readings, will be held on March 4. There will be one major research paper which will be required of each student. This paper will be a detailed literature review of a particular subareas of international marketing theory. These papers will be syntheses of the literature in these areas of International Marketing and will include a series of specific research questions which will guide future researchers interested in pursuing research in that particular subarea of the literature. The papers should be 30-40 pages in length and the student will be asked to present
the paper during class for no longer than 45 minutes. After the presentation, the class will discuss the issues raised during the presentation. It is important to note that there will be NO EXTENSIONS allowed for the
research papers - they are due on the date specified and no later.
Grading Policy: Course grades are computed as follows:
Class Participation 30%
Mid-Term Exam 30%
Research Project 25%
Presentation 15%
100%
Class Schedule:
Class #1 Overview of International Marketing and the Literature Review Process
Class #2
Class #3
Class #4
Class #5
Class #6 The Borderless World - Ohmae
Class #7 Mid-Term Exam – Bring Bluebooks.
Class #8
Class #9 Spring Break – No Class
Class #10
Class #11
Class #12
Class #13 Presentations 1, 2, and 3
Class #14 Presentations 4, 5, and 6
Class #15 Presentations 7, 8, 9 and 10
Class #16 Total Global Strategy - Yip Papers Due
READING LIST MARKETING 826
Nature and Scope of International Marketing
1. Bartels, Robert (1968), "Are Domestic and International Markets Dissimilar?," Journal of Marketing, 32, July, 56-61.
2. Keegan, Warren J. (1972), "A Conceptual Framework for Multinational Marketing,"
3. Terpstra, Vern (1987), “The Evolution of International Marketing,” International Marketing Review, (Summer), 47-59.
4. Huszagh, Sandra M., Frederick W. Huszagh and Gwen F. Hanks (1992), “Macroeconomic Conditions and International Marketing Management,” International Marketing Review, 9:1, 6-18.
5. Kustin, Richard A. (1994), "A Special Theory of Globalization,” Journal of Global Marketing, 7:3, 79-101.
6. Cavusgil, S. Tamer and John R. Nevin (1981), “State-of-the-Art in International Marketing: An Assessment,” in Annual Review of Marketing, Enis and Roering, Editors,
7. Albaum, Gerald and Robert A. Peterson (1984), “Empirical Research in International Marketing: 1976-1982,” Journal of International Business Studies, (Spring/Summer), 161-173.
8. Boddewyn, Jean J. (1981), “Comparative Marketing: The First Twenty-Five Years,” Journal of International Business Studies,” (Spring/Summer), 61-79.
9. Green, Robert T. and Phillip D. White (1976), “Methodological Issues in Cross-National Consumer Research,” Journal of International Business Studies, (Fall/Winter), 81-87.
10. Clark, Terry (1990), “International Marketing and National Character: A Review and Proposal for an Integrative Theory,” Journal of Marketing, 54 (October) 66-79.
11. Kogut, Bruce (1985), "Designing Global Strategies: Comparative and Competitive Value Added Chains,: Sloan Management Review, (Summer), 15-28.
12. Yip, George (1989), “Global Strategy…In a World of Nations?,” Sloan Management Review (Fall), 29-40.
13. Kotabe, Masaaki (1990), “Corporate Product Policy and Innovative Behavior of European and Japanese Multinationals: An Empirical Investigation,” Journal of Marketing, 54 (2), 19-33.
14. Harrell, Gilbert D. and Richard O. Kiefer (1993), “Multinational Market Portfolios in Global Strategy Development,” International Marketing Review, 10 (1), 60-72.
15. Wills, James, A. Coksun Samli, and Laurence Jacobs (1991), “Developing Global Products and Marketing Strategies: A Construct and Research Agenda,” Journal of the
16. Kosaka, Hiroshi (1992), “A Global Marketing Strategy Responding to National Cultures,” Marketing and Research Today, (November), 245-254.
17. Jain, Subhash (1989), “Standardization of International Marketing Strategy,” Journal of Marketing, 53(1), 70-79.
18. Samiee, Saeed and Kendall Roth (1992), “The Influence of Global Marketing Standardization on Performance,” Journal of Marketing, 56(2), 1-17.
19. Walters, Peter G.P. (1986), “International Marketing Policy: A Discussion of the Standardization Construct and Its Relevance for Corporate Policy,” Journal of International Business Studies, 17(2), 55-69.
20. Mueller, Barbara (1991), “An Analysis of Information Content in Standardized vs. Specialized Multinational Advertisements,” Journal of International Business Studies, 22(1), 23-39.
21. Seifert, Bruce and John B. Ford (1989), “Are Exporting Firms Modifying Their Product, pricing and Promotion Policies?” International Marketing Review, 6:6, 43-68.
22. Cavusgil, S. Tamer, Shaoming Zou, and G.M. Naidu (1993), “Product and Promotion Adaptation in Export Ventures: An Empirical Investigation,” Journal of International Business Studies, 24(3), 479-506.
23. Syzmanski, David M., Sundar G. Bharadwaj, and P. Rajan Varadarajan (1993), “Standardization vs. Adaptation of International Marketing Strategy,” Journal of Marketing, 57(4), 1-17.
1. Kale, Sudhir H. (1987), “A Strategic Approach to International Segmentation,” International Marketing Review, 4 (Summer), 60-70.
2. Day, Ellen, Richard J. Fox, and Sandra M. Huszagh (1988), “Segmenting the Global Market for Industrial Goods: Issues and Implications,” International Marketing Review, 5 (Autumn), 14-27.
3. Schuster, Camille P. and Charles D. Bodkin (1987), “Market Segmentation Practices of Exporting Companies,” Industrial Marketing Management, 16, 95-102.
4. Baalbaki, Imad B. and Naresh K. Malholtra (1993), “Marketing Management Bases for International Marketing Segmentation,” An Alternative Look at the Standardization/Customization Debate,” International Marketing Review, 10 (1), 19-44.
5. Johanson, Jan and Jan-Erik Vahlne (1976), “The Internationalization Process of the Firm—A Model of Knowledge Development and Increasing Foreign Market Commitments,” Journal of International Business Studies, 8 (Spring/ Summer), 23-32.
6. Johanson, Jan and Jan-Erik Vahlne (1990), “The Mechanism of Internationalization, International Marketing Review, 7(4), 11-24.
7.
8. Bilkey, Warren J. (1978), “An Attempted Integration of the Literature on the Export Behavior of Firms,” Journal of International Business Studies, 9 (Spring/Summer), 33-46.
9. Reid, Stan D. (1981), “The Decision-Maker and Export Entry and Expansion,” Journal of International Business Studies, (Fall), 101-112.
10. Cavusgil, S. Tamer and John R. Nevin (1981), “International Determinants of Export Marketing Behavior: An Empirical Investigation,” Journal of Marketing Research, 18(1), 114-119.
11. Samiee, Saeed and Peter G. P. Walters (1991), “Segmenting Corporate Exporting Activities: Sporadic versus Regular Exporters,” Journal of the
12. Seifert, Bruce and John B. Ford (1989), “Export Distribution Channels,”
13. Samiee, Saeed and Insik Jeong (1994), “Cross-Cultural Research in Advertising: An Assessment of Methodologies,” Journal of the
14. Aaby, Nils-Erik and Stanley F. Slater (1989), “Management Influences on Export Performance: A Review of the Empirical Literature 1978-88,” International Marketing Review, 6(4), 7-26.
15. Yang, Yoo S., Robert P. Leone, and Dana L. Alden (1992), “A Market Expansion Ability Approach to identify Potential Exporters,” Journal of Marketing, 56(1), 84-96.
16. Ayal, Igal and Jehiel Zif, “Competitive Market Choice Strategies in Multinational Marketing,”
17. Papadopoulos, Nicolas and Jean-Emile Denis (1988), Inventory, Taxonomy, and Assessment of Methods for International Market Selection,” International Marketing Review, 5 (Autumn), 38-51.
18. Ayal, Igal and Jehiel Zif (1979), “Market Expansion Strategies in Multinational Marketing,” Journal of Marketing, 43(2), 84-94.
19. Karakaya, Fahri (1993), “Barriers to Entry in International Markets,” Journal of Global Marketing, 7(1), 7-24.
20. Ekelado, Ikechi and K. Sivakumar (1998), “Foreign Market Entry Mode Choice of Service Firms: A Contingency Perspective,” Journal of the
21. Klein, Jill G., Richard Ettenson, and Marlene D. Morris (1998), “The Animosity Model of Foreign Product Purchase: an Empirical Test of the Peoples’ Republic of
22. Roth, Kendall, David M. Schweiger, and Allen J. Morrison (1991), “Global Strategy Implementation at the Business Unit Level: Operational Capabilities and Administrative Mechanisms,” Journal of International Business Studies, 22(3), 369-402.
23. Gulbro, Robert and Paul Herbig (1996), “Negotiating Successfully in Cross-Cultural Situations,” Industrial Marketing Management, 25, 235-241.
24. Honeycutt, Earl D. Jr. and John B. Ford (1995), “Guidelines for Managing an International Sales Force,” Industrial Marketing Management, 22:4 (March), 135-144.
25. Honeycutt, Earl D. Jr., John B. Ford, Robert A. Lupton, and Theresa B. Flaherty (1999), “Selecting and Training the International Sales Force,” Industrial Marketing Management, 28, 627-635.
26.
27. Song, X. Michael and Mark E. Perry (1997), “A Cross-National Comparative Study of New Product Development Processes:
28. Ford, John B., Kiran Karande, and Bruce M. Seifert (1998), “The Role of Economic Freedom in Explaining the Penetration of Consumer Durables,” Journal of World Business, 33(1), 69-86.