the government of the russian federation the … · article control test devoted to main issues of...

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):

Dr, prof. Marina Sheresheva, [email protected]

Senior lecturer Ekaterina Buzulukova, [email protected]

Approved by the meeting of the Department « 15 » марта 2012

Head of the Department Tretyak O.A.

Moscow, 2012

This document may not be reproduced or redistributed by other Departments of the University

without permission of the Authors.

mailto:[email protected]



1 Course Summary

This course addresses global issues and describes concepts relevant to all international market-

ers. It highlights the importance of viewing international marketing management from a global per-

spective 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 stu-

dent 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 Pro-

gram 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 stra-

tegic 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

1. Ability to identify and formulate relevant issues, summarize and critically evaluate results

of national and international research on a chosen topic (PC-1).

2. Ability to identify the data necessary to make decisions on the research objective, collect

data in the field and from sources of socio-economic 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 (PC-2).

3. Possess knowledge on methods of quantitative and qualitative analysis, theoretical and ex-

perimental research (PC-4)

4. Ability to present results of a study in a report, article, or presentation (PC-5)

5. Ability to handle managerial tasks related to operations on world markets in a globalized

economy (PC-11)

6. Possess knowledge of modern management technology, and ability to develop new man-

agement technology (PC-15)

7. Knowledge of the quantitative and qualitative methods for analyzing and modeling, theoret-

ical and experimental research (PC-19)

8. Ability to present results of research in a report on the consulting project (PC-22)



5 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”, “Mar-

keting”, “International Economy”.

The Course requires the following students' competencies and knowledge: understanding of ma-

jor 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

Work-

load

(hours)

In class Individual

work Lec-

tures

Semi-

nars

Topic 1 Introduction. Why Internation-

al Marketing?

Global Marketing Environment

12 4 - 8

Topic 2 Opportunity Analysis and Se-

lection of International Markets

12 2 2 8

Topic 3 International Business Models

and Market Entry Strategies

8 2 - 6

Topic 4 Creating, Developing, and

Maintaining Competitive Ad-

vantage

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 Com-

munications

12 4 2 6

Topic 8 Managing Global Relationships 8 2 - 6

Topic 9 Implementing and Coordinating

Global Marketing Operations

8 2 - 6

Topic 10 Global Services Marketing 12 2 2 8

Topic 11 Marketing Strategy of Interna-

tional Retailers

10 2 2 6

Case

Test

18 - 4 14

Presentations 10 - 10

Exam 4 4 - -

144 32 16 96

7 Forms and Types of Testing

Type of

testing

Form of test-

ing

1year Department Parameters **

1 2 3 4

Current Group work, * Case presentations 15 min



presentation,

Case studies

(oral),

3-4 thousand words

Interme-

diate

Test & Arti-

cle Control

* Test 80 min

Current Marketing

Plan devel-

opment

Home task

5-6 thousand words

Final

Test

Tasks& The-

oretical

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. Un-

derstanding 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 Mar-

kets 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 Mar-

kets // 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 Ne-

gotiation 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. Ad-

vantages 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.


1. De Burca, S., Fletcher, R., and Brown, L. International Marketing: An SME Perspective, Pear-

son Education Ltd., 2004.

2. Doole, I., and Lowe, R. International Marketing Strategy: Analysis, Development, and Imple-

mentation. 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 Mar-

keting Management. 2004. Vol. 33. P.607-617.

4. Gabrielsson, M., and Kirpalani, V.H. Born Globals: How to Reach New Business Space Rapid-

ly // International Business Review. 2004. Vol.13. P.555-571.

5. Hollensen, S. Global Marketing: A Market Responsive Approach. 4th

ed., London: Pearson Ed-

ucation, 2007. Chapters 5 and 8.

6. Keegan, W.J. Global Marketing Management. 7th

ed., London: Pearson Education, 2002. P.

533-538.



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.


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 Inter-

national 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 Capability-

Based 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 ad-

aptation. 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 distribu-

tion.

Materials required

Czinkota, M.R. International Marketing. Thomson South-Western, 2007. P.353-382, 385-

409, 413-438.


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.



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 Local-

ize” 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.



ed., Pearson Education Inc. 2002. P. 329-

438.


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 net-

works. Customer (vertical downstream) relationships. Supplier (vertical upstream) relationships. Lateral

(horizontal) partnerships. Strategic challenges in managing relationships.

Types of global marketing organizational structure.

Materials required

Czinkota, M.R. International Marketing. Thomson South-Western, 2007. P.213-243.



kets Localize. Pearson Education, 2004.

2. Ballantyne, D., Christopher, M., and Payne, A. Relationship Marketing: Looking Back, Look-

ing Forward // Marketing Theory. 2003. Vol. 3. № 1. P. 159-166.



3. Cook, J.D., Halevy, T., and Hastie, C.B. Alliances in Consumer Goods // The McKinsey Quar-

terly. 2003. № 3 (Online Journal).

4. Ditter, J.-G. Reforming the French Wine Industry: Could Clusters Work? // Cahiers du

CEREN. 2005. Vol.13. P. 39-54.

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 Ed-

ucation, 2007. Chapter 19.


ed., Pearson Education Inc. 2002. P. 489-547.



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 international-

ly. Strategic considerations for marketing services globally.

Enablers of retail internationalization. Classification of international retailers. Types of opera-

tional challenges. Merchandise Base and Format. Marketing Strategy of International Retailers in Rus-

sia.

Materials required

Alexander N., and Doherty, A.M. International Retailing. Oxford University Press, 2009. P. 55-

135.


1. Balaeva, O., Burnatseva, E., Predvoditeleva, M., Sheresheva, M., and Tretyak, O. (2012). Net-

work 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 Adver-

tising // 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.



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 inter-

national 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 expecta-

tions 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 is-

sues that arise from their international operations?

11. How can astute handling of the marketing environmental factors give a global marketer a com-

petitive advantage?

12. How the SELECT framework is implemented to analyze the competitive advantage of an organ-

ization 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 or-

ganizations 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 com-

munications?

30. What is the purpose of using international public relations? What does it aim to achieve?



31. Why is direct-responsive marketing becoming an important promotional tool for global market-

ing?

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 con-

siderations which need to be taken into account to ensure success in cross-border services mar-

keting.

Please use the following scheme while developing International marketing strategy plan:

1. Short Company Profile (business overview): main market segments, products, competitive ad-

vantages

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



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 + 0,1·Оanswers +0,1·Оcurrent_tasks + 0,1·Оplan + 0,2·Оi-test+0,4·Оfinal

Final exam 40%

Class Attendance 10%

Individual Assignment & Participation 30%

o answers during the class 10%

o pre-assignments read & prepared 10%

o Marketing plan 10%

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.



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 Mar-

keting 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 ap-

peals 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 Mar-

kets // Academy of Management Executive. 2003. Vol. 17. № 3. P. 114.


mentation. 5th ed., London: Thomson Learning. Chapter 4.



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 Rapid-

ly // 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 Inter-

national 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: Strate-

gic 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 Capability-

Based 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 eco-

nomics, 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.


kets 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.



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 Quar-

terly. 2003. № 3 (Online Journal).

10. De Burca, S., Fletcher, R., and Brown, L. International Marketing: An SME Perspective, Pear-

son Education Ltd., 2004.



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.


mentation. 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 Adver-

tising // 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 Ne-

gotiation 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 e-

mail, an e-mail attachment file, a diskette, or a hard copy. Should copying occur, both the student



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 in-

clusion 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 appropri-

ate accommodations.

the government of the russian federation the … · article control test devoted to main issues of...

Documents