Competing in a Global Context
by Simone Elmes
1. Globalisation and corporate social responsibility
1.1. The moral argument
1.2. Expectations of demonstration
1.3. Enlightened self interest
2. Globalisation and ethical issues
2.1. Differing standards of consumer protection
2.2. Consumerism
2.3. Cultural homogenisation
2.4. Targeting of lower income consumers
2.5. Geographical segmentation of operations
3. Branding in a global context
3.1. Definition
4. International marketing
4.1. Global market place
4.1.1. Macro environment
4.1.2. Micro environment
4.2. Entering and operating in International markets
4.2.1. Modes of entry
4.2.1.1. Indirect exporting
4.2.1.2. Direct exporting
4.2.1.3. Joint ventures
4.2.1.4. Strategic alliances
4.2.1.5. Global strategic partnerships
4.2.1.6. Licensing
4.2.1.7. Franchising
4.2.1.8. Direct investment
4.2.1.9. Contract management
4.2.1.10. Management contracting
4.2.2. Customisation