GMM Independent Research

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Independent Research

As well as writing up some of the lecture notes, I have been researching into other areas of global marketing management.

Standardisation vs Adaptation:

• Keegan and Schlegelmilch (2001) - Global Marketing Management. A European Perspective
• Douglas and Wind (1998) - The Myth of Globalisation
• Yip, Loewe and Yoshino (1988) - How to Take your Company to the Global Market
• Levitt (1983) - The Globalisation of Markets
• Porter (1986) - Changing Patterns of International Competition

External environment:

• Halal (1993) - Global Strategic Management in a New World Order
• Huszagh, Huszagh and Hanks (1992) - Macroeconomic conditions and International Marketing Management
• Jacobs (1991) - Cross-cultural Colour Comparisons (argument leans towards adaptation argument)
• Porter (1990) - Competitive Advantage of Nations

Global marketing strategies:

• Jain (1989) - Standardization of International Marketing Strategy (standardisation vs. adapatation argument as well)
• Simmonds (1999) - International Marketing: Avoiding the 7 Deadly Traps
• Ohmae (1995) - Managing in a Borderless World

Branding:

• Branding - The Economist (8th September, 2001)
• Aaker (1991) - Managing Brand Equity

Distribution and global retailing:

• Camuffo (2001) - Benetton

Market Entry Strategies/Emerging Markets:

• Walters and Samiee (2003) - Marketing Strategy in Emerging Markets: The Case of China
• Argawal et al. (1992) - Choice of Foreign Market Entry Mode: Impact of Ownership, Location and Internalisation Factors

Other information:

• Articles on Ikea - as mentioned we should revise
• McKenna (1991) - Brief summary of Relationship Marketing