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National Research University - Higher School of Economics
International Marketing
Master Program 080200.68
The Government of the Russian Federation
The Federal State Autonomous Institution of Higher Education
"National Research University - Higher School of Economics"
Faculty of management
Department of strategic marketing
Course Title ‘International Marketing’
Master Program 080200.68 ‘Marketing’
Author(s):
Senior lecturer Ekaterina Buzulukova, [email protected]
Dr, prof. Marina Sheresheva
Approved by the meeting of the Department «15» March 2012
Head of the Department O.A.Tretyak
Декан Факультета менеджмента
Проф. Филинов Н.Б.
____________________________
Moscow, 2013
This document may not be reproduced or redistributed by other Departments of the University
without permission of the Authors.
National Research University - Higher School of Economics
International Marketing
Master Program 080200.68
1
Course Summary
This course addresses global issues and describes concepts relevant to all international marketers. It highlights the importance of viewing international marketing management from a global perspective and provides an examination of the key management decisions on developing and executing
successful global marketing strategy. The emphasis is on the strategic implications of competition in
different national markets.
The course is relevant for both future professional application and further scientific studies.
2
Area of Application and Regulatory References
This Course Program establishes minimum requirements for skills and knowledge of the student and determines the content and the forms of educational activities and reporting.
The Course Program is designed for lecturers, teaching assistants and students of Master Program 080200.68 ‘Marketing’. The Course Program has been developed in accordance with NRU-HSE
Curriculum.
3
Course Goals
 To highlight the importance of viewing marketing management from a global perspective;
 To develop an understanding of the basic concepts in international marketing management;
 To challenge students to shift from being a receiver of ideas, facts, concepts and techniques, to
a style of generating ideas, identifying problems, analyzing and evaluating alternatives and thus
to develop the most important international marketers’ skills
 To provide students a forum for developing research ideas.
These objectives fully fit the main goals of the National Research University Higher School of
Economics which aims to develop as a Third Generation university. The 3GU are seen as the cradle of
new international activity and can be characterized by establishment of the university's international
orientation, exploitation of know-how and conducting interdisciplinary research while operating an
international competitive market in network collaboration. Moreover, providing students with the strategic view and instrumental toolkit to achieve competitive advantages on contemporary global markets
is one of the most important tasks of 3GU.
4. Students' Competencies to be Developed by the Course
The students are supposed:
To know and understand
 the importance of marketing paradigm in entrepreneurial activity which results in sustainable competitive advantage of contemporary entrepreneurs;
 the role of relationship marketing and networks in entrepreneurship;
 the main specific features of entrepreneur’s marketing toolkit for businesses in Russia
and in the world market.
Be able
 to apply their knowledge of cotemporary marketing practices in entrepreneurial activity;
 to make reasoned decisions in contemporary market environment;
 to address major challenges facing entrepreneurs both in Russia and in the world;
 to think “out of the box” to solve marketing problems in case of scarce resources;
 to manage complexity and unpredictability of transitional markets.
Gain skills
 to identify and pursue opportunities in Russia and abroad;
National Research University - Higher School of Economics
International Marketing
Master Program 080200.68
 to use marketing toolkit in practical situations of entrepreneurial activity.
Competencies
Descriptors the learning
outcomes
Business
model development
Environmental
analyses,
business model development
Search data
for business
plan, client
portrait
Teaching forms
and methods
PC-14, М
Prepare
3.1_3.2_4.2 presentation
and investors
presentation
Ability to develop corporate, business, and
PC-21, М
Preparation of
functional strategies for business and business
1.1-1.3_
business plan
development
7.3 (М)_
5.4.
Ability to develop organizational development PC-23, М
Preparation of
programmes and ensure their implementation
1.1-1.3_
business plan
7.3
(М)_5.6
Ability to find and evaluate new market possi- PC-25, М
Development
bilities, formulate and evaluate business ideas, 1.1-1.3_
of business
develop business plans, and establish a new
7.4 (М)
idea, envibusiness
ronmental
analyses,
business plan
development
Presentation of
business model,
business idea
Ability to suggest new concepts and models, to
develop and apply new approaches to professional work
Ability to identify and formulate relevant issues, summarize and critically evaluate results
of national and international research on a chosen topic
Ability to identify the data necessary to make
decisions on the research objective, collect data
in the field and from sources of socioeconomic information – reports from various
types of organizations and agencies, etc., databases, journals, and other sources – analyze
and process the data and domestic and foreign
statistics on socio-economic processes and
phenomena
Ability to present results of a study in a report,
article, or presentation
5
NC/NRUHSE
Code
SК-М2
PC-26, М
4.1_4.3_
7.4(М)_7.5
(М)
SК-М6
Presenting business model
Homework, group
work
Lections and seminars, case
analysis
Business plan report
Business plan report
Presentation of
business model,
business idea
How the Course Fits in with the Curriculum
The Course is a part of a Cyclical Syllabus Social and Economic Studies as well as a cycle of
Courses providing managerial education. For Specialization 080200.68 “Marketing” the present
Course is Optional.
The Course is to be based on the acquisition of the following Courses: “Management”, “Marketing”, “International Economy”.
National Research University - Higher School of Economics
International Marketing
Master Program 080200.68
The Course requires the following students' competencies and knowledge: understanding of major classifications and prevalent theories in modern marketing management; ability to communicate both orally and in written form in English language; ability to search for, process and analyse information from
a variety of sources; ability to work in a team; interpersonal and interaction skills.
6
Course Schedule
Course topics
Topic 1
Topic 2
Topic 3
 Introduction. Why International Marketing?
 Global Marketing Environment
 Opportunity Analysis and Selection of International Markets
 International Business Models
and Market Entry Strategies
Workload
(hours)
12
In class
LecSemitures
nars
4
-
Individual
work
8
12
2
2
8
8
2
-
6
Topic 4
 Creating, Developing, and
Maintaining Competitive Advantage
8
2
-
6
Topic 5
 International Product and
Brand Management
10
2
2
6
Topic 6
 Global Pricing and Distribution
12
4
2
6
Topic 7
 International Marketing Communications
 Managing Global Relationships
 Implementing and Coordinating
Global Marketing Operations
 Global Services Marketing
 Marketing Strategy of International Retailers
Case
Test
Presentations
Exam
12
4
2
6
8
8
2
2
-
6
6
12
10
2
2
2
2
8
6
18
-
4
14
10
4
4
-
10
-
144
32
16
96
Topic 8
Topic 9
Topic 10
Topic 11
7
Forms and Types of Testing
Type of
testing
Current
Intermediate
Current
Form of testing
Group work,
presentation,
Case studies
Test & Article Control
Marketing
Plan development
1
1year
2 3
Department
4
*
*
Parameters **
Case presentations 15 min
(oral),
3-4 thousand words
Test 80 min
Home task
5-6 thousand words
National Research University - Higher School of Economics
International Marketing
Master Program 080200.68
Final
Test
Tasks& Theoretical
Questions
*
Test 80 min
7.1 Grading Criteria
Current testing grading has 10 ranks and all forms of activity is valuated according this scale.
Group case is valuated according students activity and following marketing strategy logic, also it
should cover all asking questions
Article control test devoted to main issues of recommended articles that should be thoroughly
read by students. It consists 3 articles from supplementary readings materials of the course.
Abstract is individual project of creating marketing plan for International operated company or
using course materials. It is advisable to make a presentation according to given template.
8
The Course Content
Class 1. Why International Marketing? The Global Marketing Environment
Globalization: opportunity or threat? Changes in the global market environment. Global trends
and strategic responses. Issues of Successful Internationalization. International marketing vs. domestic
marketing. Reasons for marketing abroad.
The global marketing environment: A definition. Factors within the global environment. Understanding global cultures and buyer behavior. Requirements for success in foreign markets.
Materials required
Czinkota, M.R. International Marketing. Thomson South-Western, 2007. P.3-11, 29-156.
Recommended readings
1. Arnold, D. The Mirage of Global Markets. How Globalizing Companies Can Succeed as Markets Localize, Pearson Education, 2004.
2. Bhagwati, J. In Defence of Globalization. Oxford University Press, 2004.
3. Dicken P. Global Shift: Reshaping the Global Economic Map in the 21st Century. 4th Edition.
L.; Thousand Oaks, CA; New Dehli: Sage Publications, 2003.
4. Doh, J., Rodriguez, P., Uhlenbruck, K, and Eden, L. Coping with Corruption in Foreign Markets // Academy of Management Executive. 2003. Vol. 17. № 3. P. 114.
5. Lee, K., and Carter, S. Global Marketing Management. 2nd ed. Oxford University Press, 2009.
P. 3-41, 70-102.
6. Shirato, T., and Webb, J. Understanding Globalization. London: Sage, 2003.
7. Volkema, R.J. Demographic, Cultural, and Economic Predictors of Perceived Ethicality of Negotiation Behavior: A Nine-Country Analysis // Journal of Business Research. 2004. Vol. 57.
№ 1. P. 69-78.
Class 2.
2.1. Opportunity Analysis and Selection of International Markets.
2.2. International Business Models and Market Entry Strategies
Global market selection. Market opportunity analysis. International marketing research. Advantages and disadvantages of information sources. Decision to enter international market. CAGE
model. BERI Index. Global market segmentation. EPRG Model. Market entry modes. Factors in the
entry mode decision.
Materials required
Czinkota, M.R. International Marketing. Thomson South-Western, 2007. P. 187-306.
Recommended readings
National Research University - Higher School of Economics
International Marketing
Master Program 080200.68
1. De Burca, S., Fletcher, R., and Brown, L. International Marketing: An SME Perspective, Pearson Education Ltd., 2004.
2. Doole, I., and Lowe, R. International Marketing Strategy: Analysis, Development, and Implementation. 5th ed., London: Thomson Learning. Chapter 4.
3. Cavusgil, S.T., Kiyak, T., and Yeniyurt, S. Complementary Approaches to Preliminary Foreign
Market Opportunity Assessment: Country Clustering and Country Ranking // Industrial Marketing Management. 2004. Vol. 33. P.607-617.
4. Gabrielsson, M., and Kirpalani, V.H. Born Globals: How to Reach New Business Space Rapidly // International Business Review. 2004. Vol.13. P.555-571.
5. Hollensen, S. Global Marketing: A Market Responsive Approach. 4th ed., London: Pearson Education, 2007. Chapters 5 and 8.
6. Keegan, W.J. Global Marketing Management. 7th ed., London: Pearson Education, 2002. P.
533-538.
7. Lee, K., and Carter, S. Global Marketing Management. 2nd ed. Oxford University Press, 2009.
P. 169-198, 226-234.
8. Pankai, Ch. Distance Still Matters // Harvard Business Review. 2001. September.
Class 3.
3.1. Creating, Developing, and Maintaining Competitive Advantage.
3.2. International Product and Brand Management.
National competitiveness and global competition. Strategy and competitive advantage. The
anatomy of competitive advantage. From marketing strategy to marketing programs. Standardization
vs. adaptation.
The components of the international product. Product strategy. Strategic international branding.
New product development.
Materials required
Czinkota, M.R. International Marketing. Thomson South-Western, 2007. P.325-353, 475-497.
Recommended readings
1. Ambler T., and Styles Ch. The Silk Road to International Marketing: Profit and Passion in
Global Business. Financial Times Prentice Hall, 2000.
2. Holt, D.B., Quelch, J.A., and Taylor, E.L. How Global Brands Compete // Harvard Business
Review. 2004. September. P.68-75.
3. Lee, K., and Carter, S. Global Marketing Management. 2nd ed. Oxford University Press, 2009.
P. 245-302.
4. Quelch, J. The Return of the Global Brand // Harvard Business Review. 2003. August.
5. Ranchod, A. Marketing Strategies: A Twenty-first Century Approach. Harlow: Prentice Hall,
2004. P. 151-170.
6. Schuilin, I., and Kapferer, J.-N. Executive Insights: Real Differences between Local and International Brands: Strategic Implications for International Marketers // Journal of International
Marketing. 2004. Vol. 12. № 4. P. 97-112.
7. Tallman, S., and Fladmoe-Lindquist, K. Internationalization, Globalization and CapabilityBased Strategy // California Management Review. 2002. Fall. P. 116-135.
Class 4. Global Pricing and Distribution.
Factors affecting global pricing decisions. Pricing strategy. Specific price approaches. Price adaptation. Special issues in global price setting.
A new approach to managing supply chain and distribution. Factors affecting global supply
chain decisions. Opportunities and threats of multi-channel strategies. Rules of international distribution. Distribution strategies. Supply chain relationships and approaches to managing relations. How to built
successfull international supply chain.
National Research University - Higher School of Economics
International Marketing
Master Program 080200.68
Materials required
Czinkota, M.R. International Marketing. Thomson South-Western, 2007. P.353-382, 385409, 413-438.
Recommended readings
1. Alexander N., and Doherty, A.M. International Retailing. Oxford University Press, 2009. P.
271-292.
2. Christopher, M., and Towill, D.R. Developing Market-Specific Supply Chain Strategies // The
International Journal of Logistics Management. 2002. Vol. 12. № 1. P. 1-14.
3. Keegan, W.J. Global Marketing Management, 7th ed., Pearson Education Inc. 2002. P.202-205.
4. Lee, K., and Carter, S. Global Marketing Management. 2nd ed. Oxford University Press, 2009.
P. 381-411, 447-485.
5. Marsh, G. International Pricing – A Market Perspective // Marketing Intelligence and Planning.
2000. Vol. 18. № 4. P. 200-205.
6. Mattsson, L.-G. Reorganization of Distribution in Globalization of Markets: The Dynamic
Context of Supply Chain Management // Supply Chain Management. An International Journal.
2003. Vol. 8. № 5. P. 419-426.
7. Sakuri, Y. Comparing Cross-Cultural Regulatory Styles and Processes in Dealing with Transfer
Pricing // International Journal of the Sociology of Law. 2002. Vol. 30. P. 173-199.
Class 5. International Marketing Communications.
Changes and issues in marketing communications. Moving beyond the “Standardize or Localize” debate. Advertising models and culture. Public relations. The drive towards integration.
Materials required
Czinkota, M.R. International Marketing. Thomson South-Western, 2007. P. 523-607.
Recommended readings
1. Keegan, W.J. Global Marketing Management, 7th ed., Pearson Education Inc. 2002. P. 329438.
2. Lee, K., and Carter, S. Global Marketing Management. 2nd ed. Oxford University Press,
2009. P. 343-380.
Class 6.
6.1. Managing Global Marketing Relationships.
6.2. Implementing and Coordinating Global Marketing Operations.
What is a marketing relationship? Managing marketing relationships. Relationships and networks. Customer (vertical downstream) relationships. Supplier (vertical upstream) relationships. Lateral
(horizontal) partnerships. Strategic challenges in managing relationships.
Types of global marketing organizational structure.
1.
2.
3.
4.
Materials required
Czinkota, M.R. International Marketing. Thomson South-Western, 2007. P.213-243.
Recommended readings
Arnold, D. The Mirage of Global Markets. How Globalizing Companies Can Succeed as Markets Localize. Pearson Education, 2004.
Ballantyne, D., Christopher, M., and Payne, A. Relationship Marketing: Looking Back, Looking Forward // Marketing Theory. 2003. Vol. 3. № 1. P. 159-166.
Cook, J.D., Halevy, T., and Hastie, C.B. Alliances in Consumer Goods // The McKinsey Quarterly. 2003. № 3 (Online Journal).
Ditter, J.-G. Reforming the French Wine Industry: Could Clusters Work? // Cahiers du
CEREN. 2005. Vol.13. P. 39-54.
National Research University - Higher School of Economics
International Marketing
Master Program 080200.68
5. Ford, D., Gadde L.-E., Håkansson, H., and Snehota, I. Managing Business Relationships, 2nd
ed., John Wiley, Chichester, 2003.
6. Hollensen, S. Global Marketing: A Market Responsive Approach. 4th ed., London: Pearson Education, 2007. Chapter 19.
7. Keegan, W.J. Global Marketing Management, 7th ed., Pearson Education Inc. 2002. P. 489-547.
8. Lee, K., and Carter, S. Global Marketing Management. 2nd ed. Oxford University Press, 2009.
P. 519-550.
Class 7.
7.1. Global Services Marketing.
7.2. Marketing Strategy of International Retailers.
Defining cross-border services. Drivers for growth. Challenges of marketing services internationally. Strategic considerations for marketing services globally.
Enablers of retail internationalization. Classification of international retailers. Types of operational challenges. Merchandise Base and Format. Marketing Strategy of International Retailers in Russia.
Materials required
Alexander N., and Doherty, A.M. International Retailing. Oxford University Press, 2009. P. 55135.
Recommended readings
1. Balaeva, O., Burnatseva, E., Predvoditeleva, M., Sheresheva, M., and Tretyak, O. (2012). Network Strategies of Hospitality Companies in Emerging and Transitory Economies: Evidence
from Russia. In: N.Delener (Ed.), Service Science Research, Strategy and Innovation: Dynamic
Knowledge Management Methods. Hershey, Pennsylvania (USA): IGI Global. P.519-546.
2. Chen, J.J., Dimou, I. Expansion Strategy of International Hotel Firms // Journal of Business
Research, 2005. Vol. 58. No. 12. P. 1730-1740.
3. Javalgi, R.G., and White, D.S. Strategic Challenges for the Marketing Services Internationally
// International Marketing Review. Vol. 19. No. 6. P.563-581.
4. Leo, P.-Y., and Philippe, J. Influence of Entry Modes and Relationship Modes on Business
Services Internationalization // The Service Industries Journal. 2011. Special Issue: Tourism
Services. Vol.31. No. 4.
5. Palmer, A. Principles of Services Marketing. London, Mcraw-Hill, 2001.
6. Tai, H.S., and Chan, Y.K.R. Cross-Cultural Studies on Information Content of Service Advertising // Journal of Services Marketing. 2001. Vol.15. No.7. P 547-564.
7. Welsh, H.B., and Swerdlow, S. Cooperating for service excellence in multichannel systems. An
empirical assessment // Cornell Hotel and Restaurant Administration Quarterly. 1992. Vol.33.
No.6. P. 64-72.
9
Educational Technologies
During classes various types of active methods are used: business plays, analysis of practical
problems and case studies, group work. It is included master classes of experts and specialists.
9.1
Teacher's Guidelines
It is needed to develop not only analytical skills of students but capabilities of decision making,
responsibility for the society and also non-standard vision of opening opportunities, ability to take risk
and creative thinking.
National Research University - Higher School of Economics
International Marketing
Master Program 080200.68
9.2
Students' Guidelines
It is needed to be well prepared for each class, ask questions during the class, play active role in
class discussion and case work. It is desirable to think about examples of leading world leading international companies and apply all given materials to real practice.
10 Methods and Materials for Current Testing and Attestation
Questions for Assessment of Quality of the Course Acquisition
1. What is the definition of domestic, international and global marketing?
2. How does the international marketing differ from global marketing?
3. What are the new challenges faced by today’s and future international marketers?
4. How changing consumer demographics globally will impact on consumers and their expectations of products and services?
5. In the light of global market changes, what is the nature of global competition and the ways in
which it will present new challenges for organizations which operate globally?
6. What are the most important changes in the global market environment?
7. How do international marketers capture, evaluate the importance of, and effect a response to
changes in the global market environment?
8. What are the advantages and disadvantages of the growing power of economic blocks?
9. What are the pitfalls of misjudging the elements of “culture”? How can these be avoided?
10. What are the methods which can be used by organizations to manage the social and ethical issues that arise from their international operations?
11. How can astute handling of the marketing environmental factors give a global marketer a competitive advantage?
12. How the SELECT framework is implemented to analyze the competitive advantage of an organization in the global marketplace?
13. Why it is important to the success of global marketing operations that marketers segment global
markets?
14. Describe the role market research plays in identifying and describing potential global marketing
opportunities.
15. Assess the pros and cons of different approaches to international segmentation.
16. Identify the factors which determine the mode of market entry.
17. How does a market entry strategy inform a market entry mode?
18. List the factors that determine a standardized or adaptation global strategy.
19. Describe the different types of international product strategy.
20. What are the themes which can be used to differentiate a brand?
21. In what ways does a global or international brand differ from a local brand?
22. What are the dimensions of a global brand?
23. Describe the role of customer’s perceptions in the success of an international/global brand.
24. Why it is important to consider integrated policies and processes while collaborating in the
global supply chain?
25. What are the influential factors which affect a global supply chain and their implications on organizations within the chain?
26. What are the key considerations to be taken into account when setting both international pricing
strategies and specific pricing approaches?
27. What specific issues affect global pricing and how these can be taken into account when setting
prices?
28. What effects does the pricing strategy decision have on other elements of the global marketing
mix?
29. In what ways do international marketing communications differ from domestic marketing communications?
30. What is the purpose of using international public relations? What does it aim to achieve?
National Research University - Higher School of Economics
International Marketing
Master Program 080200.68
31. Why is direct-responsive marketing becoming an important promotional tool for global marketing?
32. Outline the functions of international sponsorship and exhibitions.
33. How to develop and maintain a cross-cultural advertising campaign?
34. How is the changing nature of the global marketplace encouraging organizations to cooperate
more closely in international markets?
35. Identify the key stakeholders with which a manufacturer of FMCGs seeking to trade in foreign
markets may have to build relationships.
36. What is the impact of IT on relationship marketing practices in B2B context? In B2C context?
37. How can cross-cultural differences affect relationship marketing strategies of organizations
wishing to enter certain foreign markets?
38. Identify the various types of global marketing organizational structure.
39. What factors dictate the most appropriate form of global marketing organizational structure?
40. To what extent do cultural differences affect sales personnel international staffing decisions?
41. Explain the ethical considerations of international selling and negotiating.
42. What are the main enablers of retail internationalization?
43. Describe the five categories of international retail operations (Hollander’s taxonomy).
44. How do retailers export their business models in new countries? To what extent and why should
their models be adapted?
45. Identify and discuss the drivers for growth in global services.
46. For services organizations that operate in today’s global environment, discuss the strategy considerations which need to be taken into account to ensure success in cross-border services marketing.
Please use the following scheme while developing International marketing strategy plan:
1.
Short Company Profile (business overview): main market segments, products, competitive advantages
2.
Marketplace Analysis
3.
Competitive Analysis
4.
Segmentation Analysis
 Comparison of different countries/selection of most attractive ones for doing business
 Market segment review
 Customer review
5.
SWOT
6.
Objectives to be Achieved
 Target segment(s) & positioning strategy
7.
Choosing Appropriate International Business Model and Market Entry Mode
8.
Four Key International Strategies
 Product /Brand strategy
 Pricing strategy
 Channel strategy
 Communication strategy
9.
Implementation of the Tactics Supporting the Key Strategies
11 Grading Procedures
The teacher assesses the performance of students at seminars and workshops: class attendance
Оclass_attendance, answers during the class – Оanswers
The teacher assesses the students’ group work (pre-assignments read & prepared). The resulting score
(10-point scale) – Оcurrent tasks
National Research University - Higher School of Economics
International Marketing
Master Program 080200.68
Intermediate test and article control (10-point scale) – Оi-test
The teacher assesses the students' marketing plans. The resulting score (10-point scale) – Оplan
Final test (10-point scale) – Оfinal
The resulting score for current testing takes into account the student's current testing:
Оtotal = 0,1·Оclass_attendance + 0,05·Оanswers +0,05·Оcurrent_tasks + 0,2·Оplan + 0,2·Оi-test+0,4·Оfinal
 Final exam 40%
 Class Attendance 10%
 Individual Assignment & Participation 30%
o answers during the class 5%
o pre-assignments read & prepared 5%
o Marketing plan 20%
 Test 20%
12 Teaching Methods and Information Provision
12.1 Core Textbook
1. Czinkota, M.R. International Marketing. Thomson South-Western, 2007.
2. Hollensen, S. Global Marketing: A Market Responsive Approach. 4th ed., Pearson Education,
2007.
3. Lee, K., Carter, S. Global Marketing Management: Changes, Challenges and New Strategies,
Oxford University Press, 2005.
All of the recommended readings above are available at the HSE Library
12.2 Required Reading
1. Balaeva, O., Burnatseva, E., Predvoditeleva, M., Sheresheva, M., and Tretyak, O. (2012).
Network Strategies of Hospitality Companies in Emerging and Transitory Economies:
Evidence from Russia. In: N.Delener (Ed.), Service Science Research, Strategy and Innovation:
Dynamic Knowledge Management Methods. Hershey, Pennsylvania (USA): IGI Global.
P.519-546.
2. Ballantyne, D., Christopher, M., and Payne, A. Relationship Marketing: Looking Back, Looking Forward // Marketing Theory. 2003. Vol. 3. № 1. P. 159-166.
3. Bertrand, O. What goes around, comes around: Effects of offshore outsourcing on the export
performance of firms// Journal of International Business Studies. 2011.Vol. 42.P. 334–344
4. Cavusgil, S.T., Kiyak, T., and Yeniyurt, S. Complementary Approaches to Preliminary Foreign
Market Opportunity Assessment: Country Clustering and Country Ranking // Industrial Marketing Management. 2004. Vol. 33. P.607-617.
5. Cayla J.; Arnould, E.J. A Cultural approach to branding in the global marketplace// Journal of
international Marketing, 2008. Vol.16.No 4, P.86-112.
6. Chandy, R.K.; Tellis G.J.; Macinnis D.J.; Thaivanich, P. What to say When: advertising appeals in Evolving Markets// Journal of Marketing Research. Nov 2001, Vol.38, 4. P. 399-414.
7. Ditter, J.-G. Reforming the French Wine Industry: Could Clusters Work? // Cahiers du
CEREN. 2005. Vol.13. P. 39-54.
8. Doh, J., Rodriguez, P., Uhlenbruck, K, and Eden, L. Coping with Corruption in Foreign Markets // Academy of Management Executive. 2003. Vol. 17. № 3. P. 114.
9. Doole, I., and Lowe, R. International Marketing Strategy: Analysis, Development, and Implementation. 5th ed., London: Thomson Learning. Chapter 4.
National Research University - Higher School of Economics
International Marketing
Master Program 080200.68
10. Douglas, S.P.; Craig, C.S.; Nijssen E.J. Executive Insights: Integrating Branding Strategy
Across Markets: Building International Brand Architecture. Journal of International Marketing.
2001. Vol. 9, No. 2. P. 97-114.
11. Gabrielsson, M., and Kirpalani, V.H. Born Globals: How to Reach New Business Space Rapidly // International Business Review. 2004. Vol.13. P.555-571.
12. Holt, D.B., Quelch, J.A., and Taylor, E.L. How Global Brands Compete // Harvard Business
Review. 2004. September. P.68-75.
13. Leo, P.-Y., and Philippe, J. Influence of Entry Modes and Relationship Modes on Business
Services Internationalization // The Service Industries Journal. 2011. Special Issue: Tourism
Services. Vol.31. No. 4.
14. Marsh, G. International Pricing – A Market Perspective // Marketing Intelligence and Planning.
2000. Vol. 18. № 4. P. 200-205.
15. Mattsson, L.-G. Reorganization of Distribution in Globalization of Markets: The Dynamic
Context of Supply Chain Management // Supply Chain Management. An International Journal.
2003. Vol. 8. № 5. P. 419-426.
16. Medina J.F., Duffy M.F. Standardization vs globalization: a new perspective of brand strategies
// Journal of Product & Brand Management.1998. Vol. 7 Iss: 3 pp. 223 – 243
17. Schuilin, I., and Kapferer, J.-N. Executive Insights: Real Differences between Local and International Brands: Strategic Implications for International Marketers // Journal of International
Marketing. 2004. Vol. 12. № 4. P. 97-112.
18. Schuiling, I.; Kapferer, J.N. Real Differences Between Local and International Brands: Strategic Implications for International Marketers// Journal of International Marketing. 2004. Vol.
12, No. 4. P. 97–112
19. Tallman, S., and Fladmoe-Lindquist, K. Internationalization, Globalization and CapabilityBased Strategy // California Management Review. 2002. Fall. P. 116-135.
20. Tellis, G.J.; Stremersch, S.; Yin, E. The international takeoff of new products: The role of economics, culture and Country Innovations// Marketing Science; Spring 2003; 22, 2; p. 188-208
21. What to say when: Advertising appeals in evolving markets
22. Wong, H.Y.; Merrilees, B. Multiple roles for branding in international marketing. International
Marketing Review. 2007. Vol. 24 No. 4. P. 384-408.
12.3 Supplementary Rreading
1. Alexander N., and Doherty, A.M. International Retailing. Oxford University Press, 2009.
2. Ambler T., and Styles Ch. The Silk Road to International Marketing: Profit and Passion in
Global Business. Financial Times Prentice Hall, 2000.
3. Arnold, D. The Mirage of Global Markets. How Globalizing Companies Can Succeed as Markets Localize. Pearson Education, 2004.
4. Aylward, D.K.; Glynn, J. SME Innovation within the Australian Wine Industry: A Cluster
Analysis. University of Wollongong. Faculty of Commerce – Papers. 2006. URL
http://ro.uow.edu.au/commpapers/60.
5. Ballantyne, D., Christopher, M., and Payne, A. Relationship Marketing: Looking Back, Looking Forward // Marketing Theory. 2003. Vol. 3. № 1. P. 159-166.
6. Bhagwati, J. In Defence of Globalization. Oxford University Press, 2004.
7. Chen, J.J., Dimou, I. Expansion Strategy of International Hotel Firms // Journal of Business
Research, 2005. Vol. 58. No. 12. P. 1730-1740.
8. Christopher, M., and Towill, D.R. Developing Market-Specific Supply Chain Strategies // The
International Journal of Logistics Management. 2002. Vol. 12. № 1. P. 1-14.
9. Cook, J.D., Halevy, T., and Hastie, C.B. Alliances in Consumer Goods // The McKinsey Quarterly. 2003. № 3 (Online Journal).
10. De Burca, S., Fletcher, R., and Brown, L. International Marketing: An SME Perspective, Pearson Education Ltd., 2004.
National Research University - Higher School of Economics
International Marketing
Master Program 080200.68
11. Dicken P. Global Shift: Reshaping the Global Economic Map in the 21st Century. 4th Edition.
L.; Thousand Oaks, CA; New Dehli: Sage Publications, 2003.
12. Doole, I., and Lowe, R. International Marketing Strategy: Analysis, Development, and Implementation. 5th ed., London: Thomson Learning. Chapter 4.
13. Ford, D., Gadde L.-E., Håkansson, H., and Snehota, I. Managing Business Relationships, 2nd
ed., John Wiley, Chichester, 2003.
14. Javalgi, R.G., and White, D.S. Strategic Challenges for the Marketing Services Internationally
// International Marketing Review. Vol. 19. No. 6. P.563-581.
15. Keegan, W.J. Global Marketing Management, 7th ed., Pearson Education Inc. 2002.
16. Medina J.F., Duffy M.F. Standardization vs globalization: a new perspective of brand strategies
// Journal of Product & Brand Management.1998. Vol. 7 Iss: 3 pp. 223 – 243
17. Palmer, A. Principles of Services Marketing. London, Mcraw-Hill, 2001.
18. Pankai, Ch. Distance Still Matters // Harvard Business Review. 2001. September.
19. Quelch, J. The Return of the Global Brand // Harvard Business Review. 2003. August.
20. Ranchod, A. Marketing Strategies: A Twenty-first Century Approach. Harlow: Prentice Hall,
2004. P. 151-170.
21. Sakuri, Y. Comparing Cross-Cultural Regulatory Styles and Processes in Dealing with Transfer
Pricing // International Journal of the Sociology of Law. 2002. Vol. 30. P. 173-199.
22. Shirato, T., and Webb, J. Understanding Globalization. London: Sage, 2003.
23. Tai, H.S., and Chan, Y.K.R. Cross-Cultural Studies on Information Content of Service Advertising // Journal of Services Marketing. 2001. Vol.15. No.7. P 547-564.
24. Volkema, R.J. Demographic, Cultural, and Economic Predictors of Perceived Ethicality of Negotiation Behavior: A Nine-Country Analysis // Journal of Business Research. 2004. Vol. 57.
№ 1. P. 69-78.
25. Welsh, H.B., and Swerdlow, S. Cooperating for service excellence in multichannel systems. An
empirical assessment // Cornell Hotel and Restaurant Administration Quarterly. 1992. Vol.33.
No.6. P. 64-72.
12.4 Software
For successful acquisition of the Course the student uses the following software:
 Adobe Reader
 Microsoft Power Point
 Microsoft Word
12.5 Distance Learning
Using HSE Electronic Library access: Books24*7, Scopus, EBSCOHost, Science Direct, Web of
Knowledge
13 Technical Provision
Computer, projector (for lectures or seminars)
14 Academic Integrity
14.1 Each student in this course is expected to abide by the Higher School of Economics’ Academic
Honesty Policy. Any work submitted by a student in this course for academic credit will be the
student's own work.
14.2 You are encouraged to study together and to discuss information and concepts covered in lecture
and the sections with other students. You can give "consulting" help to or receive "consulting"
help from such students. However, this permissible cooperation should never involve one student
having possession of a copy of all or part of work done by someone else, in the form of an email, an e-mail attachment file, a diskette, or a hard copy. Should copying occur, both the student
National Research University - Higher School of Economics
International Marketing
Master Program 080200.68
who copied work from another student and the student who gave material to be copied will both
automatically receive a zero for the assignment. Penalty for violation of this Policy can also be
extended to include failure of the course and University disciplinary action.
14.3 During examinations, you must do your own work. Talking or discussion is not permitted during
the examinations, nor may you compare papers, copy from others, or collaborate in any way.
Any collaborative behavior during the examinations will result in failure of the exam, and may
lead to failure of the course and University disciplinary action.
15 Accommodations for Students with Disabilities
The Higher School of Economics is committed to ensuring equal academic opportunities and inclusion for students with disabilities based on the principles of independent living, accessible
universal design, and diversity. I am available to discuss appropriate academic accommodations
that may be required for student with disabilities. Requests for academic accommodations are to
be made during the first three weeks of the semester, except for unusual circumstances. Students
are encouraged to register with Disability Services Center to verify their eligibility for appropriate accommodations.