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International Marketing in Practice
International Marketing in Practice features select case studies relating to businesses from various markets and countries facing the challenges and decisions involved when undertaking international marketing. Across its four sections, the book examines how companies can overcome the challenges of connecting with potential customers in a foreign country through strategic choices around which markets to enter, identifying appropriate modes of entry, successfully adapting their marketing mix for these markets, and leveraging a country-of-origin strategy. The book showcases 11 unique and international case studies grounded in the experiences of real companies of varying sizes, operating in a ra...
Responsible People
This book brings the focus of corporate responsibility back to the people who are driving change in contemporary practice. Expanding current conceptualizations of CSR, the chapters come together to explore the work of a range of individuals in charge of CSR practices in contributing to societal good. Including topics such as leadership, social entrepreneurship, responsible management education, non-profit organizations and citizen activism, it aims to expand current mainstream understanding of the role individuals have in shaping CSR theory, practice, policies, and discourses.
Global Entrepreneurship in Practice
This novel collection of concise case studies provides students with a holistic and practical understanding of both for profit and nonprofit global entrepreneurship. Using real-life examples from around the world, the book enables students to review, analyze, reflect upon, and discuss the process of starting up a business from seeding through maturity and exit. Beginning with starting a new venture, the collection then considers access to markets, financial planning and performance, operations management, growth strategies, and finally exit strategies including bankruptcy. The book offers a truly global reflection of entrepreneurship in practice, with contributions by both academics and prac...
Cases on Digital Strategies and Management Issues in Modern Organizations
Business strategy is not an abstract concept; it is a type of work that is designed for complex theoretical conceptualization. While there are numerous sources exploring the theoretical ideas of strategy, very few demonstrate the real value of strategy tools, concepts, and models in practice. Cases on Digital Strategies and Management Issues in Modern Organizations is a pivotal reference source that provides original case studies designed to explore various strategic issues facing contemporary organizations, evaluate the usefulness of strategy tools and models, and examine how successful and failing companies have faced strategic issues with practical ideas and solutions. While highlighting topics such as business ethics, stakeholder analysis, and corporate governance, this publication demonstrates various ways that different models/tools can be applied in different types of companies for various purposes and from diverse perspectives. This book is ideally designed for managers, executives, managing directors, business strategists, industry professionals, students, researchers, and academicians seeking current research on key business framework strategies.
EBOOK: Principles and Practice of Marketing
EBOOK: Principles and Practice of Marketing
Cases on Born Globals
Cases on Born Globals brings together a wealth of case studies covering a range of industries and countries on emerging firms known as ‘Born Globals’ that seek to enter international markets immediately upon creation. Bringing together 11 key cases, Erik Rasmussen highlights how these firms have been increasing in number over the last 20 years. He further explores the speed of their growth, the challenges experienced and likely future prognoses. The book also discusses whether early internationalisation could be advantageous to entrepreneurial firms by linking up to other more prominent firms and thereby creating a greater reach for the newly-created firms.
L'impact d'Airbnb sur la performance des établissements hôteliers
Mémoire (de fin d'études) de l’année 2015 dans le domaine Gestion d'entreprise - marketing en ligne et marketing hors ligne, note: 13, , langue: français, résumé: L’objectif principal de ce mémoire est de comprendre comment l’arrivée d’Airbnb, une plateforme qui permet à des particuliers de louer un appartement pour une courte durée à faible coût, a pu impacté le secteur de l’hôtellerie. Notre recherche se concentre sur la performance des établissements appartenant à des chaînes hôtelière en France, puisque les groupes hôteliers sont leaders sur le marché français. Cette recherche est basée sur une étude qualitative et vise à identifier quels sont les impac...
Analyse de marché
Véritable clé de voûte de la démarche marketing, le marché est à la fois l'expression des besoins des consommateurs et des actions des entreprises. Mais comment analyser un marché, comment déceler ses opportunités et ses menaces, sachant que seule la parfaite connaissance de ces derniers permet d'élaborer des stratégies pertinentes et de mieux en définir la mise en oeuvre ? Étayé par un grand nombre d'exemples actualisés, cet ouvrage répond à ces interrogations managériales fondamentales, en proposant une démarche d'analyse de marché construite qui prend en compte l'ensemble des variables nécessaires. Un chapitre inédit présente cinq études de cas réelles, visant à ...
Analyse de marché - De la définition au diagnostic
Comprendre la démarche d’analyse de marché pas à pas ! Véritable clé de voûte du marketing, le marché est à la fois l’expression des besoins des consommateurs et des actions des entreprises. Mais, comment analyser un marché, comment déceler ses opportunités et ses menaces ? Seule la parfaite connaissance de ces dernières permet d’élaborer des stratégies pertinentes et de mieux en définir la mise en oeuvre. Conçu dans une optique managériale, cet ouvrage vise à offrir au lecteur une vision claire et complète de la démarche d’analyse de marché ainsi que des apports solides et rigoureux pour mener à bien une analyse et en comprendre les enjeux. La nouvelle édition...
