内容

目次

1. Introduction. 2. Penetrating An Emerging Market. Case: DaewoosGlobalization: Uz-Daewoo Auto Project, John A. Quelch and Chanhi Park. 3.Planning a Joint Venture. Case: Milkpak Limited-International JointVenture, John A. Quelch and Afroze A. Mohammed. 4. Exploiting MarketLeadership. Case: Ko? Holding: Ar?elik White Goods, John A. Quelch andRobin Root. 5. Achieving International Expansion. Case: HikmaPharmaceuticals, John A. Quelch and Robin Root. 6. Developing theMarketing Plan. Case: Gillette Indonesia, John A. Quelch and Diane E.Long. 7. Product Line Planning. Case: SADAFCO, David J. Arnold. 8.Launching a New Identity. Case: Project Blue, John A. Quelch. 9. SecuringDistribution. Case: Disney Consumer Products in Lebanon, John A. Quelch,Jean-Marc Ingea, and Barbara Feinberg. 10. Recapturing Market Share.Case: EMDICO (A), John A. Quelch and Yoshinori Fujikawa.