Course: International Marketing: Definition and Strategy

This video gives an overview of Perlmutter’s (1969) EPRG framework. The EPRG framework explores four different orientations to internationalisation: Ethnocentrism: where the company’s approach is determined by its domestic practices. …

As part of the learning process it is important to critically reflect upon the value of theory. To wrap up your investigation of the four orientations of Perlmutter’s EPRG model, …

In this section we are going to take a look at businesses that are very successful at internationalisation: ‘born globals’ or International New Ventures (INVs) Born globals are businesses that …

Earlier this week you learned that there are many factors that might motivate a company to expand beyond its home market. These push and pull factors acting on the company …

In the second week of this course you will examine how companies can have different attitudes towards involvement in international markets and how some businesses have the capability to compete …

We start this week with a case study that examines what a successful internationalisation process looks like. Zara is one of the world’s most successful fashion retailers, which has successfully …

Now that you have explored how push and pull factors can encourage companies to expand into international markets, let’s go on to explore what is meant by Global Marketing Strategy …

Let’s begin by looking at one of the big questions in marketing: What would your life be like without global marketing? Reflect on your daily routine and consider how this …

When you think of a ‘global company’, what do you imagine? A massive conglomerate? A far-reaching tech corporation? We would like you to watch an interesting TED talk on this …