International Marketing in Practice

A Case Study Collection

Véronique Boulocher-Passet

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Hardback

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English

Routledge
26 June 2025

International business; Sales & marketing

Series: International Cases in Business and Management

International Marketing in Practice features select case studies relating to businesses from various markets and countries facing the challenges and decisions involved when undertaking international marketing.

Across its four sections, the book examines how companies can overcome the challenges of connecting with potential customers in a foreign country through strategic choices around which markets to enter, identifying appropriate modes of entry, successfully adapting their marketing mix for these markets, and leveraging a country-of-origin strategy. The book showcases 11 unique and international case studies grounded in the experiences of real companies of varying sizes, operating in a range of industries. Each case features a case synopsis, learning objectives, a concise narrative, along with stimulating discussion questions for individual cases as well as each section. These compact case studies will enable students to apply concepts to situations in other organizations, thus strengthening their understanding and supporting learning.

This exciting new text is designed as recommended reading on undergraduate and postgraduate International Marketing and International Business courses.

For instructors who teach with the cases, there are accompanying teaching notes available online.

Edited by: Véronique Boulocher-Passet
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 246mm, Width: 174mm,
Weight: 420g
ISBN: 9781032712987
ISBN 10: 1032712988
Series: International Cases in Business and Management
Pages: 130
Publication Date: 26 June 2025
Audience: College/higher education , Primary
Format: Hardback
Publisher's Status: Active

Part 1: Choosing to Enter Foreign Markets 1. Airbnb in China: A Lesson in Deciding an International Market’s Attractiveness 2. Laboratoire Astelia: Which Emerging Market(s) Should be the Priority for their Internationalization Efforts? 3. Hawkers: Which Latin American Market for the Development of the Born-global Start-up? Part 2: Choosing an Appropriate Entry Mode 4. Aux Merveilleux de Fred: Spreading French Patisserie Know-how Abroad 5. Click&Boat: The Airbnb of the Sea 6. Cabaïa: Expanding through Owned Stores to Conquer Germany? Part 3: Choosing to Adapt the Marketing Mix 7. Can Pret A Manger Balance British and Indian Palates? A Case Study of Market Adaptation 8. A Tale of How Standardization Strategy is not Panacea: Uniqlo’s Journey in the US 9. Can a Creative, Arty and “Made in France” Advertising Campaign Help Sell Le Chocolat des Français Worldwide? Part 4: Leveraging the Country-of-Origin Effect 10. Made in Bordeaux: Region-of-Origin (ROO) and Country-of-Origin (COO) Strategies Applied to the Wine Industry. The Case of Château des Fougères 11. Using Country-of-Origin (COO) as an Internationalization Branding Strategy: L’Occitane au Brésil’s Story

Véronique Boulocher-Passet, PhD is a Visting Lecturer at the School of Business and Law, University of Brighton, UK.