Case Studies

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
  1. Identify the types of cultural faux pas in the article
  2. Name examples of cultural etiquettes in other countries.
  3. What is the cost of a `faux pas,' short-term and long-term?
  4. How does one become culturally literate?

Session 5: Globalization - It's Not Just Wages
  1. Why are wage costs not very important for producing high-end washing machines?
  2. Why does high-wage Germany remain an advantageous location for producing high-end washing machines?
  3. 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.?
  4. What is the role of part supplier networks in determining the production location for washing machines?

Session 7: Video Case: Commanding Heights
  1. What are the driving forces of globalization?
  2. What is propelling the growth in international trade in services compared to international trade in merchandise goods? Analyze the case example on the video.
  3. What is the role of immigration with respect to international trade?
  4. Compare the development in different Asian countries: China, Singapore and Japan.
    1. What are the strengths and weaknesses of each of these markets?
    2. Identify the dynamic factors shaping the development of these locations.
More information is available on the Commanding Heights web site.
Session 8: Fabulous Fashion
  1. Identify the key components of the "fast fashion" business model adopted by TopShop, Zara, and H&M
  2. Where does "fast fashion" source its goods?
  3. 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
  1. Globalization: how to build a global brand
  2. Organization: who creates the key image?
  3. Strategy: what is the optimal "image mix"?
  4. Research: what do customers want?
  5. Advertising: how to stand out and get noticed.
  6. Sales Promotion:
  7. Public Relations and Sponsorship
  8. Direct Marketing
  9. Success

Sessions 15: Brands that stop art the border
  1. Identify the conflicts between "localization" (customizing products for local markets) and "globalization" (taking advantage of standardization and economies of scale).
  2. What is the role of flexibility in balancing the need for localization with the need for globalization? Explain using examples.
  3. 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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This web site is maintained by Werner Antweiler.