Competing in a Global Context

1. Branding in a global context

1.1. Definition

2. International marketing

2.1. Global market place

2.1.1. Macro environment

2.1.2. Micro environment

2.2. Entering and operating in International markets

2.2.1. Modes of entry

2.2.1.1. Indirect exporting

2.2.1.2. Direct exporting

2.2.1.3. Joint ventures

2.2.1.4. Strategic alliances

2.2.1.5. Global strategic partnerships

2.2.1.6. Licensing

2.2.1.7. Franchising

2.2.1.8. Direct investment

2.2.1.9. Contract management

2.2.1.10. Management contracting

2.2.2. Customisation

3. Sustainable environments

3.1. Autonomy

3.2. Participation

3.3. Sharing

3.4. Transformation

4. Financial regulation

4.1. Stewardship

4.2. Imperialism

4.3. Taxation

4.4. International Financial Reporting Standards

4.5. International Accounting Standards

5. Globalisation and corporate social responsibility

5.1. The moral argument

5.2. Expectations of demonstration

5.3. Enlightened self interest

6. Globalisation and ethical issues

6.1. Differing standards of consumer protection

6.2. Consumerism

6.3. Cultural homogenisation

6.4. Targeting of lower income consumers

6.5. Geographical segmentation of operations

7. Economic and financial

7.1. Balance of payments

7.2. Foreign direct investments

7.3. Transfer pricing

7.4. The foreign exchange market

8. Foreign exchange market

8.1. Equlibrium

8.2. Demand

8.3. Government intervention