Relevant Knowledge@Wharton Articles
Corporate Sponsorships of Stadiums and Other Institutions Don’t Always Pay Off
Switching names, effect of brand. Value to stadiums, value to customers?
How to Keep Others From Ripping Off Your Ideas
Poachers Are Out to Plunder Your Intellectual Property Can you Do Anything?
Intellectual Property: WIPO
Intellectual Property and the National Information Infrastructure
Link to discussion board
Return to Syllabus
Marketing Strategy: Key Concepts 6
Market Focus: Domestic versus International
Protectionism versus open markets?
Who's Standards to adopt, home country or host country?
Should company play by host rules or try to change them?
Unions, Environmentalists
GWB: Free Trade area EU to impose tariffs to protect steel market
Some risks include:
changing borders
unstable governments
foreign exchange issues (devaluations etc?)
technology pirating
adaption costs for product and communication strategy
Steps to consider:
determine the international market environment (economic, political, legal and cultural); international trade system
few versus many countries, percentage of sales
determine which market to enter, risk versus rate of return
how to enter the market? exporting, licensing, joint ventures and direct investment
adaption of 4 Ps?: Text Books!
organizational structure for international business?
Economist: March 2nd, 2002 :The Short Arm of the Law
Discussion Topic: Discuss the complications of removing bribery from international transactions. What are the outcomes for economies?
International marketing is not always about going overseas?
Las Vegas?
General International Links:
Babel Fish
US Depts. of Commerce International Trade Administration, Export-Import Bank of the United States, The Bureau of Export Administration
Links to Trade Alliances:
WTO / GATT, NAFTA, EU for the US, European Union Online
Links for Bribery Discussion:
OECD: Organisation for Economic Co-Operation and Development, Foreign Corrupt Practices Act, Transparency International, Shell: Management Primers
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