In order to prepare for the case studies discussed in class, this web
page lists discussion questions corresponding to each of the cases.
Session correspondence are tentative.
Session 3: Learning to Avoid a Deal-Killing Faux Pas in Japan
- Identify the types of cultural faux pas in the article
- Name examples of cultural etiquettes in other countries.
- What is the cost of a `faux pas,' short-term and long-term?
- How does one become culturally literate?
Session 5: Globalization - It's Not Just Wages
- Why are wage costs not very important for producing
high-end washing machines?
- Why does high-wage Germany remain an advantageous location
for producing high-end washing machines?
- How do shipping cost and labour costs compare when considering
producing washing machines in Mexico and in China and exporting them
to the U.S.?
- What is the role of part supplier networks in determining
the production location for washing machines?
Session 7: Video Case: Commanding Heights
More information is available on the Commanding Heights web site.
- What are the driving forces of globalization?
- What is propelling the growth in international trade in services
compared to international trade in merchandise goods? Analyze the
case example on the video.
- What is the role of immigration with respect to international trade?
- Compare the development in different Asian countries: China, Singapore
- What are the strengths and weaknesses of each of these markets?
- Identify the dynamic factors shaping the development of these
Session 8: Fabulous Fashion
- Identify the key components of the "fast fashion" business
model adopted by TopShop, Zara, and H&M
- Where does "fast fashion" source its goods?
- Does the business model underlying "fast fashion" work
for luxury goods as well?
Session 15: Video Case: Airwalk and Lambesis
Take notes about the following issues raised in the video
- Globalization: how to build a global brand
- Organization: who creates the key image?
- Strategy: what is the optimal "image mix"?
- Research: what do customers want?
- Advertising: how to stand out and get noticed.
- Sales Promotion:
- Public Relations and Sponsorship
- Direct Marketing
Sessions 15: Brands that stop art the border
- Identify the conflicts between "localization" (customizing
products for local markets) and "globalization" (taking advantage
of standardization and economies of scale).
- What is the role of flexibility in balancing the need for
localization with the need for globalization? Explain using
- Identify the degree to which either products or marketing
efforts have to be adopted to local needs. Position the examples
mentioned in the case in the "marketing mix matrix".
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