PART Ⅰ INTRODUCTION 1
1. Taylor W.Meloan, "International and Global Marketing: An Overview." 3
2. Theodore Levitt, "The Globalization of Markets," Harvard Business Review(May/June l983) 13
3. Susan P. Douglas and Yoram Wind,"The Myth of Globalization," Columbia Journal Of World Business (Winter 1987) 24
4. William B. Werther, Jr., "Toward Global Convergence," Business Horizons (January-February 1996) 40
5. Christopher A. Bartlett and Sumantra Ghoshal, "What Is a Global Manager?" Harvard Business Review (September-October 1992) 48
PART Ⅱ THE ENVIRONMENT OF INTERNATIONAL AND GLOBAL MARKETING The Cultural and Economic Environment 61
6. Edward T. Hall, "The Silent Language in Overseas Business," Harvard Business Review (May-June 1960) 61
7. David A, Ricks, "How to Avoid Business Blunders Abroad," Business(April 1984) 68
8. John L. Graham, "The Importance of Culture in International Business Negotiations," ChaPter 3 in J. D.Usunier and P.H. Ghauri (editors),International Business Communications(New YOrk: Elsevier Science Ltd.l996) 78
9. Gordon Redding, "The Implications of Other Forms of CaPitalism," Asia Pacific Business Outlook Conference,University of Southern Califomia, Los Angeles, March 13, l995) 92
10. Johny K. Johansson and Massaki Hirano,"JaPanese Marketing in the Post-Bubble Era," The International Executive (January--February 1996) The Legal and Political Environment 110
11. Salil S. Pitroda, "From GATT to WTO" Harvard International Review'(Spring l995) 110
12. Peggy E. Chaudhry and Michael G.Walsh, "Intellectual Property Rights: Changing Levels of Protection under the GATT NAFTA, and the EU,"Columbia Journal of World Business(Summer l995) 116
13. Earl Naumann and Douglas J. Lincoln,"Nontariff Barriers and Entry Strategy Alternatives: Strategic Marketing Implications," Journal of Small Business Management (April l99l) 130
PART Ⅲ INTERNATIONAL AND GLOBAL MARKETING STRATEGIES 141
14. George S. YIp, "Global Strategy as a Factor in JaPanese Success," The International Executive (January-February l995) 141
15. Car F Fey, "Success Strategies for Russian-Foreign Joint Ventures,"Business Horizons (November-December1995) 156
16. Kathryn Rudie Harrigan, "Why Joint Ventures Fail," Euro-Asia Business Review (July l987) 163
PART Ⅳ 177
INTERNATIONAL AND GLOBAL MARARKETING OPERATIONS 177
ProductS and Services 177
17. Michael R. Czinkota and Masaaki Kotabe, "Product Development the JaPanese Way," The Journal Of Business Strategy(November-December, 1990) 177
18．ChristoPher H. Lovelock and George S.Yip, "Developing Global Strategies fOr Service Business," California Management Review (Winter 1996) 183
19. Tom Reilly, "The Harmonization of Standards in the European Union and the Impact on U.S. Businesses,"Business Horizons (March--April 1995) 201
20. Bruce Leeds, "The Roller Coaster Ride to Global Satellite Marketing,"Business Forum (Winter-Spring 1995) 210
Promotional Strategies 217
21. Marc Bourgery and George Guimaraes,"Global Ads Say It With Pictures,"Journal of EuroPean Business (May-June l993) 217
22. Ronald E. Dulek, John S. Fielden. and John S. Hill, "International Communications: An Executive Primer," Business Horizons(January--February 1993) 222
23. John A. Quelch and Lisa R. Klein, "The Internet and International Marketing," Sloan Management Review (Spring 1996) 229
24. John L. Graham, Shigeru Ichikawa, and Yao Apasu, "Managing Your Sales Force in Japan and the U.S.," Euro-Asia Business Review (January-l987) 249
Pricing Issues 255
25. S. Tamer Cavusgil, "Unraveling the Mystique of Export Pricing," Business Horizons (May--June 1988) 255
26. John P Fraedrich and Connie Ray Bateman, "Transfer Pricing by Multinational Marketers: Risky Business," Business Horizons(January--February l996) 268
Distribution Strategies 277
27. Myron M. Miller, "Executive Insights:The l0-Step Road Map to Success in Foreign Markets, Journal Of International Marketing (Spring-l993) 277
28. Thomas F. Clasen, "An Exporter's Guide to Selecting Foreign Sales Agents and Distributors," Journal Of EuroPean Business (November-December, l99l) 289
29. "Franchising Systems around the Globe: A Status Report," Journal Of Small Business Management (April 1995) 295
PART Ⅴ ETHICAL ISSUES 307
30. Thomas Donaldson, "Values in Tension: Ethics Away from Home."Harvard Business Review(September-October, 1996) 307
31. Sheila M. Puffer and Daniel J.McCarthy, "Finding the Common Ground in Russian and American Business Ethics," California Management Review (winter 1995) 319
32. Mary C. Gilly and John L. Graham, "A Macroeconomic Study of the Effects of Promotion on the Consumption of Infant Formula in Developing Countries," Journal of Macromarketing(Spring l988) 332
PART Ⅵ SELECTED CASES AND A DECISION SIMULATION 347
1. Robert J. Dolan, "Nike, inc. in the l990s (A): New Directions"(Boston; Harvard Business School 1995) 347
2. Andrea Alexander and Johny K.Johansson, "Budget Hotels Go Global."in Johny K. Johansson, Global Marketing (Chicago' Richard D. Irwin,l996) 354
3. Susan W Nye and Barbara Priovolos."The SWATCH Project" (Lausanne,IMEDE, l985) 358
4. Ilkka A. Ronkainen. "Parker Pen Company," in Michael R. Czinkota and Ilkka A. Ronkainen, International Marketing (New York: The Dryden Press, l990) 377
5. Christopher Gale, "McIlhenny Company: JaPan" (Charlottesville:University of Virginia Darden School Foundation, l992) 382
6. J. Alex Murray, Gregory M. Gazda. and Mary J. Molenaar. "Nestle--The Infant Formula Incident." An original case 401
7. Tom Delay and Susan Schneider,"Baksheesh" (Fontainebleau, France:INSEAD l992) 408
8. W. Kent Moore and Phyllis G.Holland, "Philip Morris The Export Warning Labels Issue" (Valdosta,Georgia: Valdosta State University,l993) Previously published in the Business Case Journal (FalI 1993) 412
9. Robert F. Bruner and Robert Spekman,"Renault-Volvo: Strategic Alliance"(Charlottesville: University of Virginia Darden School Foundation, March l993) 424
10. John L. Graham, "Siberian Petrolenm Production Association: A Negotiation Simulation" (Irvine: University of California, 1993) 435