Håvard Huse is Associate Professor in Marketing and Associate Dean of the program in Digital Communications and Marketing at BI Norwegian Business School.

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Offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise, using the Nine Strategic Windows model. Considers how technological development has shaped buyer behaviour, channels of distribution and payments systems globally, and the impact of digitalisation on the global economy more broadly.

Contenu

Introduction Part I: Developing Strategic Thrust in a Globalising World
1. International Business Environment: from Local to Global Markets 3. The Internationalisation Process and Firm Resources 4. Strategy Development in International Markets Part II: Decisions in International Marketing
  1. Information for International Marketing Decisions 6. Market Selection and Market Portfolio 7. Operation modes in International Markets 8. Partners in International Marketing 9. Standardisation and Adaptation of International Marketing 10. Product Strategies in International Markets 11. Promotion Decisions in International Markets 12. Pricing Decisions in International Markets Part III: Planning and Organising the International Marketing Effort
    1. Planning the International Marketing Effort 14. Organising the International Marketing Effort 15. Epilogue - Concluding Remarks