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GLOBE Course Content
A compilation and categorization of various course materials
1. Globalization, localization, and business strategy
I. Introduction to the concept of localization – A review of the various definitions of localization and how they relate to global business. Examines the various factors of localization (differences between foreign and domestic markets) and business functions they affect.
- Hill and Still 1984. Adapting Products to LDC Tastes. Harvard Business Review
- Hougan et al 2000. Product Adaptations for the Chinese. Thunderbird International Business Review.
- Simms 2003. Travellers’ Tales. Marketing
- Robert, M. Setting Up Local Sales Channels. Multilingual Computing. #71 Volume 16 Issue 3
- Various articles
- Case study- Fast Food Fables
II. A top-down view of how C-level managers should view the process of globalization and localization, and business functions affected. How to handle the strain between globalization and localization. How to develop strategies that facilitate global economies and local market penetration. How to measure success of global ventures.
- Mair, Andrew 1997. Strategic Localization: The Myth of the Postnational Enterprise. In Cox, K.R. Spaces of Globalization: Reasserting the Power of the Local. The Guilford Press, New York. (posted on GLOBE Center conference)
- Arnold, David 2003. The Mirage of Global Markets: How Globalizing Companies Can Succeed as Markets Localize. Financial Times Prentice Hall. (excerpts)
- John A. Quelch and Rohit Deshpandé. The Global Market: Developing a Strategy to Manage Across Borders. San Francisco, Calif.: Jossey-Bass, 2004.
- Prahalad, C.K., Lieberthal, K. 1998. The End of Corporate Imperialism. Harvard Business Review.
- Ghemawat, P. 2001. Distance Still Matters: The Hard Reality of Global Expansion. Harvard Business Review.
- Ghemawat, P. The forgotten strategy. Harvard Business Review. Boston: Nov 2003.Vol. 81, Iss. 11; pg. 76 (excerpt)
- Yip 1996. Toward a New Global Strategy: B-School Braintrust/Advice from Anderson. The Chief Executive.
- Farell, Beyond Offshoring. Harvard Business Review
- Lemak 1997. Global Business Strategy: A Contingency Approach. Multinational Business Review.
- Case Study - Nestle Breakfast Cereal (Ivey)
- Case Study – Proctor and Gamble in Eastern Europe (Ivey)
- Case Study – Palliser Furniture (Ivey)
- Case Study – P&G Japan, the SK-II Globalization Project (Harvard)
- Ch.14 ppt. Examines product development, R&D, branding
- Ch.11 ppt. Developing new products for global markets
III. Knowledge management and localization– How companies must communicate internally in order to better serve foreign locales while maintaining global consistency. Leveraging explicit and tacit knowledge about foreign markets and business practices throughout a company’s business functions and departments (effective global market research). Codifying knowledge so it is understandable and accessible to all. Leveraging expertise from one locale throughout the company.
IV. Organizational management and localization – Review some of the challenges MNC’s face in serving multiple markets or having differentiated product offerings. HQ-subsidiary relationships, levels of delegation, communication infrastructure, HR requirements, use of global and virtual teams, location of assets.
- Subramaniam, Mohan, Hewett, Keoy. Balancing Standardization and Adaptation for Product Performance in International Markets: Testing the Influence of Headquarters-Subsidiary Contact and Cooperation. Management International Review (MIR); 2004 2nd Quarter, Vol. 44 Issue 2, p171, 24p
- Ogbuehi 1991. Decentralized R&D for Global Product Development: Strategic Implications for the Multinational Corporation. International Marketing Review.
- Gurcharan, Das 1993. Local Memoirs of a Global Manager. Harvard Business Review.
- Rein 2004. From Experience: Creating Synergy Between Marketing and Research and Development. Journal of Product Innovation Management
- Solberg, 2000. Educator Insights: Standardization or Adaptation of the International Marketing Mix: The Role of the Local Subsidiary/Representative
- Solberg 2002. The Perennial Issue of Adaptation or Standardization of International Marketing Communication: Organizational Contingencies and Performance. Journal of International Marketing.
- “How to adapt products for success in a foreign market” Silk Road Communications (excerpt)
- Case study - PEPSI CHALLENGE - RUSSIA 1992 (Ivey)
- Case study – ASIMCO: Developing Human Capital in China
- MSU Course module: Organization Structure of MNC’s
V. “Glocalization” for SME’s – Implications of new technologies and availability of information on smaller businesses. How to apply the sprinkler approach or expand into multiple foreign markets with limited international business experience – and appropriately customize products and strategies for global business. How localization relates to export planning.
2. Global/multinational marketing and brand management strategies
I. Review of the marketing standardization/adaptation debate. How to customize marketing to local differences while maintaining global consistency. International product policy options. Review of new approaches, such as arbitrage (Ghemawat) and human universals (Wathieu).
- Levitt, Theodore (1983). The Globalization of Markets. Harvard Business Review 61(May–June):92–102.
- Buzzell, Robert (1968). Can You Standardize Multinational Marketing? Harvard Business Review 46 (November–December):102–113.
- Kotler, Philip (1986). Global Standardization—Courting Danger. Journal of Consumer Marketing 3(Spring):13–15.
- Jain, Subhash (1989). Standardization of International Marketing Strategy: Some Research Hypotheses. Journal of Marketing 53(January): 70–79.
- Quelch, John A. and Hoff, Edward J. (1986). Customizing Global Marketing. Harvard Business Review 64(May–June):59–68.
- Ramarapu S., John E Timmerman, Narender Ramarapu. Choosing between globalization and localization as a strategic thrust for your international marketing effort. Journal of Marketing Theory and Practice. Statesboro: Spring 1999.Vol. 7, Iss. 2; pg. 97, 9 pgs
- Walters, Peter G.P. and Toyne, Brian (1989). Product Modification and Standardization in International Markets: Strategic Options and Facilitating Policies. Columbia Journal of World Business 24(Winter):37–44.
- Yip, George S. Global Strategy... In A World Of Nations? Sloan Management Review; Fall 1989; 31, 1; pg. 29
- Ghemawat, P. The forgotten strategy.Harvard Business Review. Boston: Nov 2003.Vol. 81, Iss. 11; pg. 76
- Wathieu, Luc, Yu Ivory Liu, and Gerald Zaltman. "Rooting Marketing Strategy in Human Universals." In The Global Market: Developing a Strategy to Manage Across Borders, edited by John A. Quelch and Rohit Deshpandé. San Francisco, Calif.: Jossey-Bass, 2004.
- Case Study: Amway in China
- Case Study: Kikkoman, Corp – Consumer Focused Innovation (Harvard)
- Case Study: Dupont Teflon, China Business Strategy (Ivey)
- Case Study: Nestle Alimentana S.A. – Infant Formula (Harvard)
- Case Study: Kellogg’s Indian Experience
- Ch.16 ppt.
- Global market ppt.
- GM09-Product.ppt
- International Product Policy.ppt
- MSU course module: Multinational Marketing
II. Multilingual brand management – Where translation meets marketing. How to ensure that brand names, slogans and marketing communications are not diffused in other languages. (This is suitable for both a marketing course or a T&I localization course.)
3. Operations
I. Global new product development and manufacturing processes- A review of the challenges of (re)designing and manufacturing physical products that can be sold globally or for specific foreign markets. How to manage innovation, codify explicit and tacit knowledge about global markets (e.g. quality function deployment), manage development teams. Also review manufacturing techniques that facilitate localization, such as low batch, modularity, mass-customization, etc.
- "Gemba Research in the Japanese Cellular Phone Market."
- Subramaniam. 1998. Global New Product Development Processes. Journal of Management Studies.
- Whitney, Patrick. Global Companies in Local Markets
- Barczak. Managing Global New Product Development Teams.
- Camuffo. Rolling Out a World Car: Globalization, Outsourcing and Modularity in the Auto Industry
- Perks 2003. Guest Editorial: Research in New Product Development: Current Understanding and Future Imperatives. International Marketing Review.
- Christman. Some thoughts on world-class manufacturing - CAD/CAM Outlook
- Ettlie. Three Takes on Global NPD
- Ndahi, 2000. Global Design: Products, Systems and Structures. Technology Teacher.
II. Multinational operations – Review how serving differentiated products creates complexities for supply chain/logistics, sourcing, customer service, etc. Essentially a review of how localization affects global operations management.
4. Strategic content and software localization – How to strategically manage the process of translation, software and/or web localization beyond the project level. How to select and prioritize languages, develop business objectives, manage content authoring, translation and reuse, develop effective processes, manage outsourcing partners and freelancers, apply effective technology tools and standards, measure effectiveness, balance in-house vs. outsourced work, ensure cultural appropriateness (symbols, colors, graphics, etc.). New business models for the GILT industry.
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