ARC: Teaching: Cases: International or Global Marketing
areas: global: teaching
ARContributions by Ilan Alon, Sumitro Banerjee, Ursula-Sigrid Brown, Debra A. Laverie, David Nasser, Nathalie Prime, Lluìs Renart, Liesl Riddle, Helen Roobottom and Tanuja Singh
Please send corrections or additions to firstname.lastname@example.org.
Roger Kerin, Robert Peterson; Strategic Marketing Problems: Cases and Comments, 10th Edition
Blair Water Purifiers - Has lots of data and analysis possibilities
Godiva Chocolate - A good generator of discussion about whether to go Global or International, and how to position a brand across borders and target segments.
eBay - This case generated a great deal of discussion around entry modes by country and about estimating market penetration of the Internet as an indicator that a country is ready for eBay. Modest to limited data manipulation.
Harvard Business School Cases
Astra Sports (A) - Examines how international marketers deal with counterfeiting. The B case addresses how the same company delt with brand imitation. SHORT but interesting.
NutraSweet in China - This is a good mid-term or even final exam case. Students have to make marketing mix decisions for the entry of this new product.
Gallo Rice - Good case for illustrating the differences between mature, new-growth, and emerging-market environments. Case addresses 4P issues in Italy, Argentina, and Poland.
P&G SK-II Globalization Project - Great case for addressing global new-product development and roll-out issues. Also has some mature vs. new-growth environment issues.
BRL Hardy Globalizing an Australian Wine Company - 4P issues addressed plus headquarters vs. subsidiary conflict - a management issue that affects most international marketers (the three main characters are a CEO, a Global Marketing Manager, and a Subsidiary Manager). It illustrates how 4P decisions regarding standardization vs. adaptation often get constrained and shaped by these tensions. The video is a blow-by-blow account of what happened step-by-step in the decision process and the main characters provide their account of why things happened the way that they did. (This is an EXCELLENT case, and I strongly recommend using it along with the video that you can buy to accompany it. Get the teaching note for the case; it will tell you how to integrate the video with class discussion. My students LOVE this case. -- Liesl Riddle)
EMDICO (A) case, for discussing distributor relationships and roles (it is the distributor of Fuji film and cameras in Saudi Arabia).
Bajaj Auto Ltd
Asia Pacfic Management Forum
Cases by Ilan Alon and Colleagues
Currie, David and Ilan Alon, “Estimating Market Demand for Kodak: A Case
Study,” Ivey Publishing House (Forthcoming).
Alon, Ilan (2000), “Marks & Spencer: A Case Study in International Retailing,” (with Teaching Notes), Cyber Case Collection at the European Case Clearing House (ECCH) at Babson and CIBER Kelley School of Business/Indiana University.
Alon, Ilan (2004), “International Market Selection for a Small Enterprise: A Case Study in International Entrepreneurship,” S.A.M. Advanced Management Journal, 69 (1), 25-33.
Alon, Ilan and Rozenn Perrigot (2003), Marks & Spencer et son échec à l'international, Décisions Marketing, 30,
Other Books with Cases:
Kate Gillespie, Jean-Pierre Jeannet, and H. David Hennessey (2004), Global Marketing, An Interactive Approach, Houghton Mifflin, ISBN: 0618310606 - Has very many good short cases at the end of each chapter.
Masaaki Kotabe; Kristiaan Helsen, Global Marketing Management, John Wiley & Sons Inc, ISBN: 0471372897
Quelch, John A. (2000) Cases in Strategic Marketing Management: Business Strategies in Muslim Countries, Prentice Hall.