Global Marketing

Lecture 1 Bloemer Levitt, T. (1983). The globalization of markets. Harvard Business Review, 61, May-June, 92-102. Douglas, S. P., & Craig, C. S. (2011). Convergence and divergence: Developing a semiglobal marketing strategy. Journal of International Marketing, 19(1), 82-101. Bloemer, J., Pluymaekers, M., & Odekerken, A. (2013). Trust and affective commitment as energizing forces for export performance. International Business Review, 22(2), 363-380. Lecture 2 van Zweden No literature Lecture...

Lecture 1: Introduction to global marketing strategy Art.: Convergence and divergence: Developing a semi-global marketing strategy (Douglas & Craig) Lecture 2: Operationalization of culture in international marketing research 5 Art.: Cross-cultural research in international marketing: clearing up some confusion (De Mooij) Lecture 3: Cross-Cultural Consumer Psychology 10 Art.: Cross-cultural Consumer Psychology (Shavitt, Lee & Johnson). Lecture 4: Revisiting consumer ethnocentrism 16 Art.: ...

Core Articles

Summary of core texts for global marketing 2014-2015