International Marketing Mini-Cases Collection

by: John Branch

Publication Date: July 6, 2010
Length: 22 pages
Product ID#: 1-429-089

Core Disciplines: International Business, Marketing/Sales, Strategy & Management, Sustainability

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Teaching Note

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This collection of eight mini-cases is only available as a group and offers perspectives on the cultural and strategic imperatives of international marketing.

This collection of mini-cases includes:

  1. Irbit Motorcycle Factory
  2. Sussex Chainless Bicycles
  3. Inline Fibreglass
  4. Katie’s Kakes
  5. VOSTOK Watches
  6. StrongFiber Company Limited
  7. Maru Industries
  8. Jim Thompson Thai Silk Company

Teaching Objectives

After reading and discussing the material, students should:

  • Cultural differences create strategic challenges for international marketers and suggest that they must develop cultural competence.
  • To be successful in today's complex business world requires a more robust vision of marketing, with an expanded and indispensible role in the organization.
  • Success also depends on a structured and systematic approach to marketing.