The document discusses different types of economic systems that countries use to organize production, distribution, and consumption of goods and services. There are three main types: traditional economies, where customs dictate economic decisions; command economies, where the government controls all economic decisions and owns resources; and market economies, where private individuals make decisions through supply and demand. Most modern economies are mixed, combining elements of both market and command systems.
Lecture 8 - Analyzing International Opportunities and Selecting Entry ModesChormvirak Moulsem
This document discusses screening potential international markets and selecting entry modes. It recommends identifying basic appeal and national business environment factors, then measuring market or site potential. For industrialized markets, factors like competitors and distribution are analyzed. For emerging markets, variables like market size, growth, and infrastructure are considered. The document also discusses difficulties conducting international research and primary/secondary data sources. Finally, it outlines exporting, contractual arrangements like licensing, and investment entry modes like wholly owned subsidiaries and joint ventures.
Social Media Marketing - Theory, Case Studies & ResultsOur Social Times
The document summarizes key concepts in social media marketing including theory, case studies, and new trends. It discusses inbound marketing, word-of-mouth marketing, and engagement marketing. A case study is presented on a company that offered coupons for social media follows and email subscribers, growing their likes, subscribers, and sales. New areas discussed include social media dashboards, location marketing, gamification, and social media monitoring. The document concludes by advising marketers to integrate social media into an affordable, measurable plan and other marketing activities.
This document discusses product and service strategies. It defines key terms like product mix, product line, and individual product. It describes characteristics of a product mix like width and consistency. It also covers the product life cycle concept and stages (introduction, growth, maturity, decline). Marketing strategies are outlined for each stage. Limitations of the product life cycle model are presented. Product-line and product-mix strategies like increasing or decreasing line length are introduced. Branding strategies and ethical issues in product development are also addressed.
The document discusses different types of economic systems that countries use to organize production, distribution, and consumption of goods and services. There are three main types: traditional economies, where customs dictate economic decisions; command economies, where the government controls all economic decisions and owns resources; and market economies, where private individuals make decisions through supply and demand. Most modern economies are mixed, combining elements of both market and command systems.
Lecture 8 - Analyzing International Opportunities and Selecting Entry ModesChormvirak Moulsem
This document discusses screening potential international markets and selecting entry modes. It recommends identifying basic appeal and national business environment factors, then measuring market or site potential. For industrialized markets, factors like competitors and distribution are analyzed. For emerging markets, variables like market size, growth, and infrastructure are considered. The document also discusses difficulties conducting international research and primary/secondary data sources. Finally, it outlines exporting, contractual arrangements like licensing, and investment entry modes like wholly owned subsidiaries and joint ventures.
Social Media Marketing - Theory, Case Studies & ResultsOur Social Times
The document summarizes key concepts in social media marketing including theory, case studies, and new trends. It discusses inbound marketing, word-of-mouth marketing, and engagement marketing. A case study is presented on a company that offered coupons for social media follows and email subscribers, growing their likes, subscribers, and sales. New areas discussed include social media dashboards, location marketing, gamification, and social media monitoring. The document concludes by advising marketers to integrate social media into an affordable, measurable plan and other marketing activities.
This document discusses product and service strategies. It defines key terms like product mix, product line, and individual product. It describes characteristics of a product mix like width and consistency. It also covers the product life cycle concept and stages (introduction, growth, maturity, decline). Marketing strategies are outlined for each stage. Limitations of the product life cycle model are presented. Product-line and product-mix strategies like increasing or decreasing line length are introduced. Branding strategies and ethical issues in product development are also addressed.
The document discusses international business relationships among the Triad countries of the US, EU, and Japan. It provides statistics on foreign direct investment and trade flows among these regions. Several reasons for FDI are outlined, including entering new markets and acquiring skills and technology. Specific industry examples focus on the automotive sector, with many European and Japanese automakers establishing production facilities in the US and acquiring US brands. Competition among Triad automakers is discussed.
New product development (NPD) is the process of developing, testing, and evaluating new products to ensure company growth. It involves generating product ideas, screening concepts, developing and testing selected concepts, creating marketing strategies, analyzing business potential through projected costs and sales, beta testing products, and commercially launching new products. The goal is to introduce successful new products to consumers while avoiding the high failure rates common with new products.
The document discusses competitive dynamics and marketing strategies, including how market leaders can expand their total market share while defending their position, how challengers can attack leaders, and how followers and niche players can compete effectively. It also examines strategies for different stages of the product life cycle.
The document discusses product mix strategies and the product life cycle. It defines a product mix as the set of all products offered for sale by a company, with dimensions of breadth (different product lines) and depth (varieties within lines). Product lines are groups of similar products. Strategies for managing a product mix include positioning, expansion, alteration, contraction, and trading up/down. The product life cycle model describes stages of introduction, growth, maturity, and decline that typical products experience over time.
Concept and scope of international and global marketing, Stages of International Marketing Involvement, Importance of international and global marketing, opportunities and challenges of international and global markets, participants in international and global marketing, Historical and Geographical perspective in Global business, Dynamics of Global Population Trends
This document discusses different types of business models, including traditional models centered around a core product or service and newer internet-based models. It defines business models and strategies. Key internet business models described include brokerage, advertising, infomediary, merchant, manufacturer, affiliate, community, subscription, and utility models. The document also discusses business-to-business (B2B) models like extranets and B2B marketplaces, as well as business-to-consumer (B2C) models like direct sellers, intermediaries, and community-based models. Challenges of implementing strategies and models online are also summarized.
The document discusses various concepts related to market segmentation, targeting, positioning, and differentiation. It begins by defining market segmentation as the process of dividing the heterogeneous market into homogeneous subgroups. It then discusses the benefits and implementation of market segmentation. The document also covers topics like mass marketing vs micro marketing, levels of segmentation, bases for segmenting consumer and business markets, and market segmentation in various industries. It discusses the concepts of targeting, positioning, differentiation strategies and their application to products and services.
Students will work in groups to develop a full marketing plan for a new or existing product. The marketing plan report should include: an executive summary, analysis of the current market situation, a SWOT analysis, objectives and issues, marketing strategy, action programs, budgets, and controls. Students will also present their marketing plan to be evaluated on presentation skills and content. The assignment is due on August 18th and should be 15-20 pages following the specified report format and guidelines.
The document discusses market segmentation and targeting. It defines the market and various concepts of markets, including place, commodity, demand, exchange, and space concepts. It also covers features and types of markets based on geographical area, business volume, competition, control, delivery, and nature of products. The objectives of market segmentation are identified as identification of market opportunities, optimum utilization of resources, and evaluation of competitors. Finally, the document discusses bases for segmentation in consumer markets, including geographic, demographic, psychographic, and behavioral segmentation variables.
This document discusses segmentation, targeting, and positioning in marketing. It defines segmentation as dividing the market into groups with distinct needs, and discusses different bases for segmentation including geographic, demographic, psychographic, and behavioral factors. It also outlines levels of segmentation from mass to niche marketing. Targeting involves selecting attractive market segments to focus on, while positioning is about creating the right perception of a product in the minds of consumers relative to competitors. Effective segmentation requires segments to be measurable, accessible, substantial, and differentially responsive to marketing strategies.
Marketing Management - Product Life CycleSarosh Gul
Every product goes through a life cycle from development to decline. There are typically five stages: product development, introduction, growth, maturity, and decline. Each stage is characterized by different levels of sales, costs, profits, and competition. Companies employ different marketing strategies such as pricing, distribution, advertising, and promotions during each stage to successfully manage their products through the life cycle.
The document discusses the micro and macro environment factors that affect businesses.
The micro environment includes internal factors like suppliers, customers, competitors, and publics that are close to the company. The macro environment includes larger societal forces like economic, demographic, technological, political/legal, and natural factors.
It then provides more details on the micro environment factors - suppliers can control business success based on power dynamics; resellers impact marketing success; customers are important to attract and retain; competitors influence pricing and marketing tactics; and the general public impacts public opinion.
The macro environment factors discussed are economic conditions, demographic trends, natural resources, technological advances, political/legal developments, and social/cultural norms that
Chapter 4 part 1(The Political Economy of International Trade)mbamgtjnu
This document discusses agricultural subsidies provided by wealthy countries and their negative impacts. It notes that the EU and US provide billions in subsidies annually to domestic farmers. This leads to surplus production that is dumped on world markets, lowering prices and hurting farmers in developing countries. For example, US cotton subsidies reduced world cotton prices by 50% since the mid-1990s, costing Brazil $640 million in lost revenues. The document advocates reducing subsidies to give developing countries fairer access to global markets for economic growth.
The document discusses the various internal and external factors that make up a company's marketing environment and how they can influence marketing strategies. It describes the microenvironment which includes factors close to the company like customers, suppliers, competitors. It also describes the macroenvironment which includes broader forces like demographic, economic, technological, political and cultural factors. It emphasizes the importance of environmental scanning and analysis to understand opportunities and threats from the changing marketing environment.
Presentación de apoio do Tema 5 para os alumnos da materia HMC de 1BAC sobre as causas, a conformación e as consecuencias do lmperialismo das potencias europeas.
The document discusses the product life cycle of garments sold on online markets. It begins by defining what a product is and explaining product life cycle stages. It then details each stage of the product life cycle: introduction, growth, maturity, and decline. Marketing efforts differ at each stage. As an example, it examines the online fashion retailer ASOS, which has a short product life cycle due to constantly changing trends. It maintains growth by adding 1,000 new products per week and targeting customers aged 16-34. Understanding the product life cycle allows marketers to effectively promote, price, and distribute products throughout their lifespan.
The document discusses how businesses can better connect with customers by shifting their focus from the traditional 4 P's of marketing (product, price, placement, promotion) to the 4 C's of marketing (consumer wants, convenience, cost, communication). It emphasizes understanding customers and focusing on providing value through convenience, effective communication, and ensuring the costs customers see meet their needs. The key is developing a marketing plan to improve the customer experience by learning about customer wants and benchmarking against high-quality competitors.
The document discusses international business relationships among the Triad countries of the US, EU, and Japan. It provides statistics on foreign direct investment and trade flows among these regions. Several reasons for FDI are outlined, including entering new markets and acquiring skills and technology. Specific industry examples focus on the automotive sector, with many European and Japanese automakers establishing production facilities in the US and acquiring US brands. Competition among Triad automakers is discussed.
New product development (NPD) is the process of developing, testing, and evaluating new products to ensure company growth. It involves generating product ideas, screening concepts, developing and testing selected concepts, creating marketing strategies, analyzing business potential through projected costs and sales, beta testing products, and commercially launching new products. The goal is to introduce successful new products to consumers while avoiding the high failure rates common with new products.
The document discusses competitive dynamics and marketing strategies, including how market leaders can expand their total market share while defending their position, how challengers can attack leaders, and how followers and niche players can compete effectively. It also examines strategies for different stages of the product life cycle.
The document discusses product mix strategies and the product life cycle. It defines a product mix as the set of all products offered for sale by a company, with dimensions of breadth (different product lines) and depth (varieties within lines). Product lines are groups of similar products. Strategies for managing a product mix include positioning, expansion, alteration, contraction, and trading up/down. The product life cycle model describes stages of introduction, growth, maturity, and decline that typical products experience over time.
Concept and scope of international and global marketing, Stages of International Marketing Involvement, Importance of international and global marketing, opportunities and challenges of international and global markets, participants in international and global marketing, Historical and Geographical perspective in Global business, Dynamics of Global Population Trends
This document discusses different types of business models, including traditional models centered around a core product or service and newer internet-based models. It defines business models and strategies. Key internet business models described include brokerage, advertising, infomediary, merchant, manufacturer, affiliate, community, subscription, and utility models. The document also discusses business-to-business (B2B) models like extranets and B2B marketplaces, as well as business-to-consumer (B2C) models like direct sellers, intermediaries, and community-based models. Challenges of implementing strategies and models online are also summarized.
The document discusses various concepts related to market segmentation, targeting, positioning, and differentiation. It begins by defining market segmentation as the process of dividing the heterogeneous market into homogeneous subgroups. It then discusses the benefits and implementation of market segmentation. The document also covers topics like mass marketing vs micro marketing, levels of segmentation, bases for segmenting consumer and business markets, and market segmentation in various industries. It discusses the concepts of targeting, positioning, differentiation strategies and their application to products and services.
Students will work in groups to develop a full marketing plan for a new or existing product. The marketing plan report should include: an executive summary, analysis of the current market situation, a SWOT analysis, objectives and issues, marketing strategy, action programs, budgets, and controls. Students will also present their marketing plan to be evaluated on presentation skills and content. The assignment is due on August 18th and should be 15-20 pages following the specified report format and guidelines.
The document discusses market segmentation and targeting. It defines the market and various concepts of markets, including place, commodity, demand, exchange, and space concepts. It also covers features and types of markets based on geographical area, business volume, competition, control, delivery, and nature of products. The objectives of market segmentation are identified as identification of market opportunities, optimum utilization of resources, and evaluation of competitors. Finally, the document discusses bases for segmentation in consumer markets, including geographic, demographic, psychographic, and behavioral segmentation variables.
This document discusses segmentation, targeting, and positioning in marketing. It defines segmentation as dividing the market into groups with distinct needs, and discusses different bases for segmentation including geographic, demographic, psychographic, and behavioral factors. It also outlines levels of segmentation from mass to niche marketing. Targeting involves selecting attractive market segments to focus on, while positioning is about creating the right perception of a product in the minds of consumers relative to competitors. Effective segmentation requires segments to be measurable, accessible, substantial, and differentially responsive to marketing strategies.
Marketing Management - Product Life CycleSarosh Gul
Every product goes through a life cycle from development to decline. There are typically five stages: product development, introduction, growth, maturity, and decline. Each stage is characterized by different levels of sales, costs, profits, and competition. Companies employ different marketing strategies such as pricing, distribution, advertising, and promotions during each stage to successfully manage their products through the life cycle.
The document discusses the micro and macro environment factors that affect businesses.
The micro environment includes internal factors like suppliers, customers, competitors, and publics that are close to the company. The macro environment includes larger societal forces like economic, demographic, technological, political/legal, and natural factors.
It then provides more details on the micro environment factors - suppliers can control business success based on power dynamics; resellers impact marketing success; customers are important to attract and retain; competitors influence pricing and marketing tactics; and the general public impacts public opinion.
The macro environment factors discussed are economic conditions, demographic trends, natural resources, technological advances, political/legal developments, and social/cultural norms that
Chapter 4 part 1(The Political Economy of International Trade)mbamgtjnu
This document discusses agricultural subsidies provided by wealthy countries and their negative impacts. It notes that the EU and US provide billions in subsidies annually to domestic farmers. This leads to surplus production that is dumped on world markets, lowering prices and hurting farmers in developing countries. For example, US cotton subsidies reduced world cotton prices by 50% since the mid-1990s, costing Brazil $640 million in lost revenues. The document advocates reducing subsidies to give developing countries fairer access to global markets for economic growth.
The document discusses the various internal and external factors that make up a company's marketing environment and how they can influence marketing strategies. It describes the microenvironment which includes factors close to the company like customers, suppliers, competitors. It also describes the macroenvironment which includes broader forces like demographic, economic, technological, political and cultural factors. It emphasizes the importance of environmental scanning and analysis to understand opportunities and threats from the changing marketing environment.
Presentación de apoio do Tema 5 para os alumnos da materia HMC de 1BAC sobre as causas, a conformación e as consecuencias do lmperialismo das potencias europeas.
The document discusses the product life cycle of garments sold on online markets. It begins by defining what a product is and explaining product life cycle stages. It then details each stage of the product life cycle: introduction, growth, maturity, and decline. Marketing efforts differ at each stage. As an example, it examines the online fashion retailer ASOS, which has a short product life cycle due to constantly changing trends. It maintains growth by adding 1,000 new products per week and targeting customers aged 16-34. Understanding the product life cycle allows marketers to effectively promote, price, and distribute products throughout their lifespan.
The document discusses how businesses can better connect with customers by shifting their focus from the traditional 4 P's of marketing (product, price, placement, promotion) to the 4 C's of marketing (consumer wants, convenience, cost, communication). It emphasizes understanding customers and focusing on providing value through convenience, effective communication, and ensuring the costs customers see meet their needs. The key is developing a marketing plan to improve the customer experience by learning about customer wants and benchmarking against high-quality competitors.
This document summarizes a case study on McDonald's operations in Greece. It discusses McDonald's global presence with over 30,000 restaurants and 400,000 employees. In Greece, there are 30 McDonald's restaurants. The document then discusses McDonald's vision, corporate profile, current targeting and positioning in Greece, product adaptations to local markets, pricing strategies, distribution channels, and marketing communications approaches. It emphasizes McDonald's strategy of global standardization while also adapting products, prices, and promotions to local customer preferences and market conditions.
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2. Globalizasyon Siyasal, toplumsal, ekonomik gelişmenin ve değişmenin etkisiyle ülkeler birbirleri ile yakınlaşmakta, bu yakınlaşmaların oluşturduğu yeni döneme globalizasyon adı verilmektedir. Globalizasyon sürecinin ilk Theodore Levitt(1983) tarafından fark edilip, önemsendiği söylenebilir.
3. “Şirketler, yapay bölgesel ve ulusal farklılıkları ihmal ederek, dünya bir tek büyük pazarmış gibi faaliyette bulunmayı öğrenmek zorundadır.” (Kaynak: Svensson, 2001:6-18)
4. Standardizasyon Yaklaşımı Standardizasyon, standart marka isimleri, standart marka kimliği ve standart konumlandırma stratejileri kullanılması anlamına gelmektedir. Mal ya da hizmet nerede satılırsa satılsın, markasına aynı görüş, aynı duygu ve kişiliğin, aynı konumlandırma ve aynı tutundurma stratejisini oluşturma amacı gütmektedir.
5. Standardizasyon Yaklaşımı “Müşteriler global markalara kültürel semboller olarak yaklaşmaktadırlar… Müşterilerin global markaları tercih etme sebepleri, *%44 kaliteli olduklarını düşündüklerinden, *%12 global markaların kendilerini dünya vatandaşı gibi hissettirdiğini düşündüklerinden ve *%8 global markaların birer sosyal vatandaş olarak sosyal sorumluluklarını yerine getirerek dünya refahını artırdıklarını düşünmelerindendir.”
6. Globalizasyon Süreciyle İlgili Temel Gelişmeler Uluslararası ticaretin ve rekabetin hızlı artışı Engellerin azalması Teknolojik gelişmeler sonucu ürün, bilgi ve insanların hızlı ve kolay dolaşımı Üretim sürecinin uluslararasılaşması Firma içi ticaretin artışı Tüketici ihtiyaçlarının benzeşmesi veglobal müşterilerin artması
7. Uluslararası Ticaretin ve Rekabetin Hızlı Artışı Dünya ticareti 1970’li yıllarda, dünya üretiminden %20 daha fazla büyümü ve bu oran 80 ve 90’lı yıllarda yaklaşık %60’a çıkmıştır. Engellerin Azalması GATT ve sonrasında kurulan Dünya Ticaret Örgütünün (DTÖ) etkisiyle ticaret engelleri ortadan kalktıkça, daha çok sayıda şirket kendi ülkeleri dışında büyük fırsatlar yakalama imkan bulmuştur.
8. Teknolojik gelişmeler sonucu ürün, bilgi ve insanların hızlı ve kolay dolaşımı Elektronik posta, faks, videokonferans, uydu sistemleri ve özellikle internet gibi teknolojik gelişmelerin yanı sıra, ulaştırma maliyetlerinde ve süresindeki düşüş, sadece bilginin değil, ürün, insan ve diğer üretim faktörlerinin akışkanlığını da arttırmıştır. Üretim sürecinin uluslararasılaşması Özellikle imalat sanayinde geçerli olan bu trende göre, firmalar uluslararası üretimlerini ürün veya üretim aşaması düzeyinde çeşitli ülkelere yayarak, maliyetlerini düşürmektedir.
9. Firma içi ticaretin artışı Dünya ticaretinin %25’ini kapsadığı düşünülen, firma içi ticaret denilen aynı firma birimleri arasındaki yarı mamul ticareti, globalizasyonla ilişkili önemli bir göstergedir. Tüketici ihtiyaçlarının benzeşmesi veglobal müşterilerin artması Globalizasyon süreciyle birlikte farklı ülkelerdeki tüketicilerin ihtiyaçlar benzeşmekte ve global mü teriler ortaya çıkmaktadır.
10. TÜRKİYE’DE 56 YILDA 25.596 ULUSLARARASI SERMAYELİ ŞİRKET KURULDU 1954 yılından günümüze kadar uluslararası sermayelişirketlerin Türkiye'yegösterdiği ilgi yoğun olmuştur.Ülkemizde son 56 yılda 25.596 uluslararası sermayeli şirket kurulmuştur. Kaynak: Hazine müsteşarlığı verileri.
11. Global İşletme Levitt’e (1983) göre çokuluslu işletme, ürün ve uygulamaların faaliyette bulunduğu ülkelere uyarlar; Global işletme ise tüm dünyay ı veya en azından önemli bölgelerini bir bütün olarak görür ve her şeyi heryerde aynı şekilde satar.
12. Global Strateji Porter, çokuluslu stratejinin 1980’lerde uğradığı eleştiriler sonrasında, rekabetin artık globale doğrukaydığını söylemiştir. Global stratejide rekabetçi hareketler tüm ülkeler bazında bütünleştirilmelidir. Müşterilerin global hizmet beklentisi, globalstratejiye geçişte önemli bir faktördür.
13. Global Pazarlama Levitt’e göre globalizasyon süreciyle birlikte global hale gelmek ihtiyacı duyan şirketler, ürünlerini yüksek maliyetlere katlanarak her ülkeye uyarlamak yerine, bütün dünyayı bir bütün görüp, her yerde yaklaşık aynı şekilde satışlarını gerçekleştirirler. Global stratejide ideal olan minimumdüzeyde yerel uyarlamayla başarılı olabilen standart ürünlerdir.
14. Global Pazarlama Global stratejide benzer bir pazarlama yaklaşımı bütün dünyada uygulanabilir ama pazarlama karmasının bazı elemanlarında değişiklikler gerekebilir. Örneğin, Unilever oyuncak ay sembollü yumuşatıcısıyla, sadece ülkeden ülkeye ismini değiştirip, benzer konumlandırma ve reklam mesajıyla büyük başar elde etmiştir.* *(Yip, 1995:35)
15. Neden “Global Strateji?” Maliyet Tasarrufu Uzmanlaşmanın Faydalarından Yararlanma Tüketici Tercihindeki Artış Eğilimi Kalitenin Yükselmesi Rekabet Ortamında Daha Çok İmkana Sahip Olma
16. Theodore Levitt Röportajından: “Her zaman global ürünler hayatımızda yer alıyordu, bu Coca Cola’nın bir uçak satın alıp başka yerlere ulaşmasıyla olmadı elbette. Demek istediğim Mona Lisa her şey bir yana sadece bir İtalyan ev kadınıydı. Mozart da Avusturyalı bir müzisyen. Ama Avusturya’da popüler olduğu kadar Japonya’da da popülerdi.”
17. Theodore Levitt Röportajından: “Yalnız günümüzdeki fark; bugün reklamda gördüğümüz ürünler, dev pazarlara ulaşmış durumda. Şöyle diyebilirsiniz; Mona Lisa ve Mozart klastı. Ancak Coca-Cola klas değil, bir şampanya markası da değil. Ancak bulunduğu nokta ortada.”
18.
19. Aygo – C1 – 107 Toyota, Citroen ve Peugot, bilindiği gibi Japon ve Fransız firmalar – ve rakip firmalardır. Ancak bu rakip firmalar, Toyota Aygo, Citroen C1 ve Peugeot 107’yi, Çek Cumhuriyeti’nde aynı fabrikada üretmektedir. Bu 3 model de, piyasada kıyasıya bir rekabet içindeler ve aynı kesime hitap ediyorlar, çünkü aslında zaten aynı arabalar.
20. Just Do It… Nike; görünüşte tek slogan, tek logo ve ürünle ilgili tek bir temayı ön plana çıkarmaktadır. İçimizde birçoğumuz en az bir nike ürünü kullanıyordur. Bu konuşmayı burada değil Stockholm Üniversitesi’nde yapıyor olsaydık, oran pek de farklı olmayacaktı
21.
22. Güncel bir örnek verecek olursak, geçen hafta konuştuğumuz gibi bölüm arkadaşlarımız Çin Halk Cumhuriyeti’nden Pengfei Jiang, Gine’den İbrahima Sory Diallo ve Arnavutluk’tan Besjon Zenelaj’ın Türkiye’de yaşayıp aynı şeyleri giymeleri, küreselleşmenin geldiği noktanın en basit örneklerindendir.
23.
24. Kaynakça; Levitt, T. (1983). Globalisation of Markets. Harvard Business Review, May-June, s.92-102. Holt, D.B.; Quelch, J.A.; Taylor, E.L. (2004). How Global BrandsCompete, HarvardBusinesReview, September, s.71. Kotler, P.; Armstrong, S. (1999). Principles of Marketing. SecondEuropeanEdition, PrenticeHallEurope. Özsomer, Ayşegül; Yükselen Bir Pazarda Global Pazarlama Stratejilerinin On Yılda Değişimi Çokuluslu Şirketlere Bir Bak, Pazarlama Dünyası , Mayıs-Haziran 2000,ss.12-18. Porter, M. (1996). What is Strategy.Harvard Business Review, Nov-Dec,s.61-78. Simon, Françoise L.; Global CorporatePhilanthropy: A StrategicFramework, International Marketing Review, Cilt.12, Say :4, 1995. Tamer, Meral; Ekonomi Kulisi: Ülke Küçükse Şirket Daha Küresel , Milliyet, 4 Mart 1998.
