5th November
How to manage marketing globally?
Global products, services and branding
Global distribution strategies
Pre-readings Farrell: Global Marketing: Practical Insights and International Analysis (2015), ch 9, 10
Edelman, David C. (2010), Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places, Harvard Business Review, December 2010
Holt, Douglas B., Quelch, John A. and Taylor (2004), How Global Brands Compete, Harvard Business Review, September, 2004
Case Sodastream International: Championing – and Marketing – Values. Shlomo Ben-Hur, Benoit Leleux, David Gray. IMD, IMD947-PDF-ENG. 12 pages. September 22, 2018.
Visitor Dr Sc (Econ) Eiren Tuusjärvi: Building a successful brand