- Title Pages
- Dedication
- Epigraph
- Foreword
- Foreword
- Preface
- 1 Choosing Marketing Policy in the Short Run
- 2 Choosing Marketing Policy in the Long Run
- 3 What is the Impact on Strategy?
- 4 Should the Firm Pursue Market Share?
- 5 Should the Multiproduct Firm Use the Market Share Metric?
- 6 Pricing New Products: Strategies and Caveats
- 7 Choosing Strategies for New Products Using Market-Level Data
- 8 Choosing Strategies for New Products Using Primary Data
- 9 Bundling
- 10 Channels of Distribution
- 11 How Does Consumer Behavior Affect Marketing Policy?
- 12 Coordinating Advertising Strategy, Branding, and Positioning
- 13 Determining the Advertising Budget
- 14 Measuring Advertising Productivity
- 15 How Should the Firm Compensate Managers to Maximize Performance?
- 16 How Should the Firm Compensate Its Sales Force? The Basic Model
- 17 Model Extensions: How Should the Multiagent/Multiproduct Firm Reward and Measure Sales Force Performance?
- 18 How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach
- 19 Measuring and Building Brand Equity
- 20 How Marketing Policy Affects Consumer Well-Being and Social Welfare
- 21 Internet Marketing
- 22 Mergers and Acquisitions
- 23 How to Choose Optimal International Marketing Strategies
- Glossary
- Index
How to Choose Optimal International Marketing Strategies
How to Choose Optimal International Marketing Strategies
- Chapter:
- (p.531) 23 How to Choose Optimal International Marketing Strategies
- Source:
- Fusion for Profit
- Author(s):
Sharan Jagpal (Contributor Webpage)
- Publisher:
- Oxford University Press
This chapter shows how multinational firms can use marketing-finance fusion to choose international strategies. It discusses the pros and cons of international diversification to privately and publicly held firms, whether or not the firm should choose country-specific product designs, how the firm should measure and reward the performances of its country managers, what type of organizational structure the firm should use, how the firm should choose an outsourcing strategy, and what performance metrics the firm should use to measure and reward managerial performance in its outsourcing centers.
Keywords: cross-selling, diversification, hybrid organizational structure, international marketing, marketing-finance fusion, outsourcing, ownership structure, performance metrics, product design, strategic flexibility/real options
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- Title Pages
- Dedication
- Epigraph
- Foreword
- Foreword
- Preface
- 1 Choosing Marketing Policy in the Short Run
- 2 Choosing Marketing Policy in the Long Run
- 3 What is the Impact on Strategy?
- 4 Should the Firm Pursue Market Share?
- 5 Should the Multiproduct Firm Use the Market Share Metric?
- 6 Pricing New Products: Strategies and Caveats
- 7 Choosing Strategies for New Products Using Market-Level Data
- 8 Choosing Strategies for New Products Using Primary Data
- 9 Bundling
- 10 Channels of Distribution
- 11 How Does Consumer Behavior Affect Marketing Policy?
- 12 Coordinating Advertising Strategy, Branding, and Positioning
- 13 Determining the Advertising Budget
- 14 Measuring Advertising Productivity
- 15 How Should the Firm Compensate Managers to Maximize Performance?
- 16 How Should the Firm Compensate Its Sales Force? The Basic Model
- 17 Model Extensions: How Should the Multiagent/Multiproduct Firm Reward and Measure Sales Force Performance?
- 18 How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach
- 19 Measuring and Building Brand Equity
- 20 How Marketing Policy Affects Consumer Well-Being and Social Welfare
- 21 Internet Marketing
- 22 Mergers and Acquisitions
- 23 How to Choose Optimal International Marketing Strategies
- Glossary
- Index
