International Marketing Discussion Questions.
International Marketing Discussion Questions.
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4 Discussion Questions that Need to Be Answered Individually (Please Use the Readings that I have links to below to answer these discussion questions.)
1. The several readings (“The Lure of Global Branding,” “Are the Strategic Stars Aligned for Your Corporate Brand?,” “Is Global Brand Marketing as Rewarding as it First Appears?,” and “The Return of the Global Brand”) address the efficacy of global branding. Drawing from those and other research, is global branding an effective strategy today? Explain.
2. The Chief Executive Officer of your company just approached you and asked you to lead a discussion at the next senior team meeting about the effectiveness of launching a global brand in today’s marketplace. As part of the presentation, she would like you to create a leave-behind memo for the senior team summarizing your points. Create that memo, reviewing the current impacts of the internal and external environments on creating a global brand, and post it here for your teammates to review before the big leadership team meeting.
3. Global branding capitalizes on economies of scale flowing from convergence of homogenized cultures and technology. Should this be viewed as a long-term expectation and thus have a place in strategic planning today? Why or why not?
4. In The Globalization of Markets, Theodore Levitt details his case for the economies of scale from convergence of homogenized cultures and technology. Is there a company that actually leverages the findings of Levitt today? What examples can you find and discuss how they meet Levitt’s strategy criteria for economies of scale in international marketing.
links to readings:
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