Lecture /Discussion - Marketing as a Corporate Value Driver

The course reflects strong convictions: Firstly, we should not think in functional silos, secondly the best companies combine marketing and strategy, and thirdly, corporations cannot sensibly discuss their marketing and strategies without taking a global perspective.

This introductory session provides arguments to support these views and discusses the link between marketing, strategy and globalization.

We also introduce a technique that can be used to analyze case studies.

Required Reading:

Schlegelmilch, B.B.(2016). Global Marketing Strategy – An Executive Digest - Chapter 1 & 2.

Schlegelmilch, B.B. (2015). A Note on Case Analysis (Reading Pack).

Optional Background Reading:

The case focuses on the identification of growth opportunities and explores the advantages and disadvantages of different corporate growth trojectories. We discuss these issues in the context of a Chinese sport apparel, footware and equipment.

Required Reading:

The Role of Culture in Global Marketing –Case Study: IKEA: Past, Present and Future

IKEA is the world’s largest furniture distributor. The case explores IKEA’s successful international development through the lens of both corporate and national culture. It discusses issues like the pressure to diversify its organizational culture and management, as well as forces pertaining to centralization versus decentralization decisions. Building on this background,you are asked to reflect on the company’s future and suggest an appropriate plan of action.

To do this, you should consider, among others, how the success of IKEA can be explained; where you see IKEA's competitive advantage; how you would characterize the company culture and what you think are IKEA's major strategic options?

Required Reading:

Product Innovation and Diffusion in Multinational Enterprises – Case Study: P&G SK II

The case traces changes in P&G's international strategy and structure, culminating in Organization 2005, are-organization that places strategic emphasis on product innovation rather than geographic expansion and shifts power from local subsidiary to global business management. In the context of these changes introduced by Durk Jager, P&G's new CEO, Paolo de Cesare is transferred to Japan, where he takes over the recently turned-around beauty care business. Within the familiar Max Factor portfolio he inherits is SK-II, a fast-growing, highly profitable skin care product developed in Japan. Priced at over $100 a bottle, this is not a typical P&G product, but its successful introduction in Taiwan and Hong Kong has de Cesare thinking the brand has global potential. As the case closes, he is questioning whether he should take a proposal to the beauty care global business unit to expand into Mainland China and/or Europe. 

Required Reading:

This case study deals with Beiersdorf's attempt to align their global marketing strategy with their organisationsl structure. As a company that is operating for more than 130 years, Beiersdorf had to adapt it's strategy several times to respond to changing market conditions and to meet consumer demands.  

Required Reading:

Schlegelmilch, B.B. (2016). Global Marketing Strategy – An Executive Digest - Chapter 9 & 10.

The Future of Global Marketing Strategy– Lecture / Discussion

In the final session before the quiz, we are attempting the impossible: to look into the future. More specifically, we will examine how trends from the digital landscape are revolutionizing global marketing strategies by shifting the balance of power from firms to consumers. How are digital tools, such as the Internet, smartphones, and 3D printing, changing the consumer’s mindset? And what are the implications of these technological advances for future managers?

Required Reading:

Schlegelmilch, B.B. (2016).Global Marketing Strategy – An Executive Digest - Chapter 11.

Final Quiz & Management Decision Task

You will be requested to develop a case solution for an unknown case and to answer some questions on the required readings.