1. Levitt's "Globalization of Markets" is considered to be a seminal article in international marketing.
a) Summarize Levitt's article in substantive detail. In your summary, be sure to identify and discuss the factors that Levitt states have led to the globalization of markets.
b) Explain the meaning and advantages of standardization.
c) Do you agree with Ted Levitt's premise given that this article was written more than two decades ago? Is the article still relevant today? Why or why not? (You may conduct additional research and use external sources of information to explain your answer, but be sure to cite all your sources of information after each answer.)
2. Kenichi Ohmae's "Managing in a Borderless World" is also considered an important article in global marketing.
a) Summarize Ohmae's article in substantive detail.
b) While Ohmae also discusses the issues of standardization and customization of global marketing strategy, which strategy does he primarily advocate? What are his contentions?
c) Do you agree or disagree with Ohmae's perspective? Why or why not?
(You may also conduct additional research and use external sources of information to explain your answer, but be sure to cite all your sources of information after each answer.)
3. You read the articles by Levitt and Ohmae and expressed your opinions on them. However, Kashani's article on the "Pitfalls of Global Marketing?" articulates different perspectives on Global Marketing.
a) Summarize Kashani's article in substantive detail. In your summary be sure to identify and explain in detail the five propositions he articulates on the "Pitfalls of Global Marketing?"
b) Do you agree or disagree with the Kashani's contentions? Why or why not? Explain your opinion in substantive detail.
c) In your opinion, are there any other pitfalls of global marketing that you can identify? Why or why not? Explain your opinion in substantive detail. (You may conduct additional research and use external sources of information to explain your answer, but be sure to cite all your sources of information after each answer.)
4. In a course on global marketing, it is imperative that you know about different types of organizations that operate globally.
a) Identify, define and explain in substantive detail the different types of organizations based on the EPRG (Ethnocentric, Polycentric, Regiocentric, and Geocentric) framework.
b) Although there are many different categorizations of companies (as described in Chapter 1 and Video Lecture 1), define a global corporation. Is a global company same as or different from a firm described as a geocentric organization?
c) Identify and explain in substantive detail the characteristics that manifest a global company. (You may conduct additional research and use external sources of information to explain your answer, but be sure to cite all your sources of information after each answer.)
5. Kogut's article on "What Makes a Company Global" is essentially a review of a book entitled "The Myth of the Global Corporation."
a) Summarize Kogut's article in substantive detail.
b) Are Kogut's views consistent or divergent from those of Doremus, Keller, Pauly, and Reich, the authors of the book? If so, explain Kogut's view.
c) Why does globalization not always work? What is required for globalization to work?
d) For a company to be global it is necessary to be globally integrated. Yet firms are shying away from integration. Comment on why is this so. (You may conduct additional research and use external sources of information to explain your answer, but be sure to cite all your sources of information after each answer.)
6. The HBR articles entitled "Globalization of Markets," "Managing in a Borderless World," "Pitfalls of Global Marketing" and "What Makes
a Company Global" clearly reveal that one size does not fit all. It is evident that are tremendous advantages can be accorded to a firm by using a standardization strategy. However, those arguing for adaptation strategies may also be correct.
a) What are the advantages and disadvantages of customizing products? Explain your answer in substantive detail. (You may conduct additional research and use external sources of information to explain your answer, but be sure to cite all your sources of information after each answer.)
7. a) In your opinion, have world markets become globalized? Explain your perspective in substantive detail.
b) Identify as well as discuss the factors that have caused globalization. (HINT: Explain your answer in substantive detail using the concepts discussed in video lecture for this module. You may also conduct additional research and use external sources of information to explain your answer, but be sure to cite all your sources of information after each answer.)
8. The following questions are based on the HBS Mary Kay Cosmetics (MKC) case.
a) Based on your assessment, what is the central problem facing MKC?
b) Based on your assessment, would you recommend entering China or Japan or both or neither? (HINT: You can only answer this question by assessing what are the pros and cons of entering each country: China and Japan.)
c) Identify and explain in substantive detail the four key action issues (solutions or courses of action) that need to be addressed by MKC to resolve their problem(s) as identified in the case.
d) If you suggest entering China and/or Japan, identify each of the following:
i. What is the target market you suggest that MKC pursue for Japan and/or China?
ii. What product strategy do you suggest that MKC should use for Japan and/or China?
iii. What promotion strategy do you suggest that MKC should use for Japan and/or China?
iv. What pricing strategy do you suggest that MKC should use for Japan and/or China?
v. What distribution strategy do you suggest that MKC should use for Japan and/or China?
vi. What foreign market entry strategy do you suggest that MKC should use for Japan and/or China?