Marketing_Management_14th_Edition-min

World-Class Companies in Developing Countries,”
Harvard Business Review, October 2006, pp. 60–69.
21. C. K. Prahalad, The Fortune at the Bottom of the
Pyramid: Eradicating Poverty through Profits (Upper
Saddle River, NJ: Wharton School Publishing, 2005);
Niraj Dawar and Amitava Chattopadhyay, “Rethinking
Marketing Programs for Emerging Markets,” Long
Range Planning 35 (October 2002).
22. Bart J. Bronnenberg, Jean-Pierre Dubé, and Sanjay
Dhar, “Consumer Packaged Goods in the United
States: National Brands, Local Branding,” Journal of
Marketing Research 44 (February 2007), pp. 4–13; Bart
J. Bronnenberg, Jean-Pierre Dubé, and Sanjay Dhar,
“National Brands, Local Branding: Conclusions and
Future Research Opportunities,” Journal of Marketing
Research 44 (February 2007), pp. 26–28; Bart J.
Bronnenberg, Sanjay K. Dhar, and Jean-Pierre Dubé,
“Brand History, Geography, and the Persistence of
CPG Brand Shares,” Journal of Political Economy
117 (February 2009), pp. 87–115.
23. David Michael and Arindam Bhattacharya, “The BCG
50 Local Dynamos: How Dynamic RDE-Based
Companies Are Mastering Their Home Markets—and
What MNCs Need to Learn from Them,” Boston
Consulting Group, BCG Report, March 2008; “The
Stay-at-Home Giants,” Economist, March 15, 2008,
p. 78; “In Emerging Markets ‘Local Dynamos’ Are
Challenging Big Multinationals,” Manufacturing &
Technology News, April 17, 2008.
24. Manjeet Kripalani, “Finally, Coke Gets It Right,”
BusinessWeek, February 10, 2003, p. 47; Manjeet
Kripalani, “Battling for Pennies in India’s Villages,”
BusinessWeek, June 10, 2002, p. 22.
25. Carlos Niezen and Julio Rodriguez, “Distribution
Lessons from Mom and Pop,” Harvard Business
Review, April 2008; “Sweet Surrender: Can Kraft’s
Cadbury Acquisition Help It Tap the Indian Market?”
Knowledge@Wharton, February 25, 2010.
26. Clayton M. Christensen, Stephen Wunker, and Hari Nair,
“Innovation vs. Poverty,” Forbes, October 13, 2008.
27. Ellen Byron, “P&G’s Global Target: Shelves of Tiny
Stores,” Wall Street Journal, July 16, 2007; “Not So
Fizzy,” Economist, February 23, 2002, pp. 66–67;
Rajeev Batra, Venkatram Ramaswamy, Dana L. Alden,
Jan-Benedict E. M. Steenkamp, and S. Ramachander,
“Effects of Brand Local and Nonlocal Origin on
Consumer Attitudes in Developing Countries,” Journal
of Consumer Psychology 9 (2000), pp. 83–95.
28. Bruce Einhorn, “Grudge Match in China,”
BusinessWeek, April 2, 2007, pp. 42–43; Russell
Flannery, “Watch Your Back,” Forbes, April 23, 2007,
pp. 104–5; Steve Hamm and Dexter Roberts, “China’s
First Global Capitalist,” BusinessWeek, December 11,
2006, pp. 52–57; “The Fast and the Furious,”
Economist, November 25, 2006, pp. 63–64.
29. Jenny Mero, “John Deere’s Farm Team,” Fortune, April
14, 2008, pp. 119–24.
30. Peter J. Williamson and Ming Zeng, “Value for Money
Strategies for Recessionary Times,” Harvard Business
Review, March 2009, pp. 66–74; Vikram Skula,
“Business Basics at the Base of the Pyramid,” Harvard
Business Review, June 2008, pp. 53–57.
31. Johny K. Johansson, “Global Marketing: Research on
Foreign Entry, Local Marketing, Global Management,”
Bart Weitz and Robin Wensley, eds., Handbook of
Marketing (London: Sage, 2002), pp. 457–83.
32. Jennifer Cirillo, “Western Europe Is Buzzing,” Beverage
World, June 2010, pp. 22–24.
33. Bernard Condon, “Babble Rouser,” Forbes, August 11,
2008, pp. 72–77.
34. Bechtel, www.bechtel.com/overview.html; Jack Ewing,
“Bechtel Drives a Highway through the Heart of
Transylvania,” BusinessWeek, January 7, 2008.
35. For an academic review, see Leonidas C. Leonidou,
Constantine S. Katsikeas, and Nigel F. Piercy,
“Identifying Managerial Influences on Exporting: Past
Research and Future Directions,” Journal of International
Marketing 6 (Summer 1998), pp. 74–102.
36. Karen Cho, “KFC China’s Recipe for Success,” Forbes
India, October 28, 2009; “Brands annual report 2009,”
Yum! www.yum.com/annualreport/pdf/
2009AnnualReport. pdf; Michael Arndt and Dexter
Roberts, “A Finger-Lickin’ Good Time in China,”
BusinessWeek, October 30, 2006, p. 50; “Cola down
Mexico Way,” Economist, October 11, 2003, pp. 69–70.
37. Claudia H. Deutsch, “The Venturesome Giant,” New
York Times, October 5, 2007.
38. Vikram Mahidhar, Craig Giffi, and Ajit Kambil with Ryan
Alvanos, “Rethinking Emerging Market Strategies,”
Deloitte Review, Issue 4, 2009.
39. “Burgers and Fries a la Francaise,” Economist, April
17, 2004, pp. 60–61; Johny K. Johansson, “Global
Marketing: Research on Foreign Entry, Local
Marketing, Global Management,” Bart Weitz and
Robin Wensley, eds., Handbook of Marketing
(London: Sage, 2002), pp. 457–83; Shaoming Zou
and S. Tamer Cavusgil, “The GMS: A Broad
Conceptualization of Global Marketing Strategy and
Its Effect on Firm Performance,” Journal of Marketing
66 (October 2002), pp. 40–56; “What Makes a
Company Great?” Fortune, October 26, 1998, pp.
218–26; Bernard Wysocki Jr., “The Global Mall: In
Developing Nations, Many Youths Splurge, Mainly on
U.S. Goods,” Wall Street Journal, June 26,1997;
David M. Szymanski, Sundar G. Bharadwaj, and P.
Rajan Varadarajan, “Standardization versus
Adaptation of International Marketing Strategy: An
Empirical Investigation,” Journal of Marketing 57
(October 1993), pp.1–17; Theodore Levitt, “The
Globalization of Markets,” Harvard Business Review,
May–June 1983, pp. 92–102.
40. Gail Edmondson, “Skoda Means Quality. Really,”
BusinessWeek, October 1, 2007, p. 46. Some of the
more popular jokes from the past: “How do you double
the value of a Škoda? Fill up the gas tank.” “What do
you call a Skoda with a sunroof? A dumpster.” and
“Why do you need a rear-window defroster on a
Skoda? To keep your hands warm when pushing it.”
E64
Endnotes