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Assessing Global Marketing Opportunities

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Global Marketing Strategy

Part of the book series: Management for Professionals ((MANAGPROF))

Abstract

This chapter focuses on assessing and selecting suitable overseas markets. It show how mangers can use secondary data to assess different geographic markets and looks at the challenges of conducting primary marketing research in different countries and cultures. Last, the discussion focuses on the design of ongoing marketing information within an already established network of international operations. Here, global marketing information systems are viewed as part of an MNC’s overall endeavor to create knowledge management systems capable of exploiting locally created knowledge worldwide.

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Notes

  1. 1.

    Levitt (1960).

  2. 2.

    Bartlett (2004).

  3. 3.

    Lynn et al. (1996).

  4. 4.

    Nayak and Ketteringham (1993).

  5. 5.

    AZQuotes: http://www.azquotes.com/quote/810128. Accessed August 1, 2015.

  6. 6.

    Kumar (2004).

  7. 7.

    Schlegelmilch and Chini (2003).

  8. 8.

    Doole and Lowe (2012).

  9. 9.

    Examples include: Czinkota and Ronkainen (1996), Hollensen (2011) and Keegan and Schlegelmilch (2001).

  10. 10.

    Demographic Yearbook (2005).

  11. 11.

    Craig and Douglas (2005).

  12. 12.

    Economist Intelligence Unit (EIU). http://www.eiu.com. Accessed March 26, 2013.

  13. 13.

    GlobalEDGE. http://globaledge.msu.edu. Accessed August 11, 2015.

  14. 14.

    Keegan and Schlegelmilch (2001).

  15. 15.

    Malhotra et al. (2012).

  16. 16.

    Craig and Douglas (2005).

  17. 17.

    Young and Javalgi (2007).

  18. 18.

    Hester et al. (2005).

  19. 19.

    Craig and Douglas (2005).

  20. 20.

    Malhotra et al. (2012).

  21. 21.

    Sears (1961).

  22. 22.

    Craig and Douglas (2005).

  23. 23.

    Milekhin (2011).

  24. 24.

    Schaffer and Riordan (2003).

  25. 25.

    United Nations Statistics Division (2012).

  26. 26.

    Javalgi et al. (2005).

  27. 27.

    Hom and McArdle (1992) and Joreskog and Sorbom (1982).

  28. 28.

    Hambleton et al. (1991).

  29. 29.

    Salzberger et al. (1999).

  30. 30.

    Steenkamp and Baumgartner (1998).

  31. 31.

    Salzberger et al. (1999).

  32. 32.

    Salzberger et al. (1999).

  33. 33.

    Herk et al. (2005).

  34. 34.

    Schaffer and Riordan (2003).

  35. 35.

    Sinkovics et al. (2005).

  36. 36.

    Schaffer and Riordan (2003).

  37. 37.

    Sinkovics et al. (2005).

  38. 38.

    Sinkovics et al. (2005).

  39. 39.

    Schaffer and Riordan (2003).

  40. 40.

    Schaffer and Riordan (2003).

  41. 41.

    Schaffer and Riordan (2003).

  42. 42.

    Craig and Douglas (2005).

  43. 43.

    Ambos et al. (2006).

  44. 44.

    Craig and Douglas (2005).

  45. 45.

    Conner and Prahalad (1996), Davenport (1998) and Grant (1996).

  46. 46.

    Kogut and Zander (1993).

  47. 47.

    Buckley and Casson (1976).

  48. 48.

    Ambos et al. (2006).

  49. 49.

    Craig and Douglas (2005).

  50. 50.

    Ghoshal (1997).

  51. 51.

    Marsh (2005).

  52. 52.

    Ambos et al. (2006).

  53. 53.

    Loane et al. (2006).

  54. 54.

    Murphy (2010).

  55. 55.

    Siama (2011).

  56. 56.

    Siama (2011).

  57. 57.

    Cooke and Buckley (2008).

  58. 58.

    Hosoe (2005).

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Authors and Affiliations

  1. Vienna University of Economics and Business, WU Vienna, Vienna, Austria

    Bodo B. Schlegelmilch

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  1. Bodo B. Schlegelmilch
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Schlegelmilch, B.B. (2016). Assessing Global Marketing Opportunities. In: Global Marketing Strategy. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-26279-6_2

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