Mario Glowik Book order

The third edition of Market Entry Strategies enhances readability while merging internationalization theories with real-world case studies. New examples from Delivery Hero and Tesla expand its industry scope, emphasizing practical applications of theoretical concepts. The updated edition includes case studies designed for hands-on learning and incorporates digital tools, like publicly available charts on YouTube, making it ideal for distance learning environments.

This textbook explores the strategy of new global businesses in the international service sector. Original case studies from a range of sectors such as healthcare and e-commerce, including Facebook and Google, provide practical insights into thriving with global business strategies. Written by a leading expert in the field, this text will be an interesting read for all scholars and students wishing to view the strategic relationship from a service industries focal point.

This textbook covers key theories of internationalization, including Product Life-Cycle, Internalization, Location, Eclectic Paradigm, Uppsala, Network, and International New Venture concepts, largely grounded in Transaction Cost Theory and the Resource-Based View. It explains relevant market entry strategies, such as franchising, contract manufacturing, and joint ventures, categorized by critical determinants of international business decisions: hierarchical control, proximity to foreign markets, investment risk, and time. What sets this textbook apart is its integration of theories and market entry strategies, with each topic illustrated through authoritative real-life business case studies. Complex issues are presented clearly, supported by various illustrations and tables for better comprehension. The focus on Asian firms provides valuable insights into modern high-tech industries and evolving global business dynamics. This resource is essential for internationally oriented bachelor, master, and MBA programs in strategy, marketing, and management. It is highly recommended for students and scholars, as well as business practitioners aiming to achieve competitive advantages in international markets. The author, Mario Glowik, teaches various courses in strategic and international management at the Berlin School of Economics and Law.

Emerging challenges related to socio-demographics and economics require new approaches for academics, politicians, hospital management, clinical staff, public institutions, and firms doing business in the healthcare industries. This book provides valuable insights for understanding modern and complex healthcare market configurations in Europe. Taking a unique cross-country perspective the authors figure out critical success factors for relevant stakeholders. Mario Glowik is Professor of International Strategic Management at the Berlin School of Economics and Law. He holds a Doctorate in Business Administration from the Freie Universität Berlin in Germany and gained his habilitation (post-doctoral qualification) at the Vienna University of Economics and Business, Austria. Slawomir Smyczek is Marketing Professor at the University of Economics in Katowice (Poland), where he earned his Ph. D. In 2010, the Polish Prime Minister awarded his habilitation thesis as the best in the field of economics in the entire country.

This book takes as its perspective that the customer undoubtedly is positioned in the center of the firm’s overall management activities. True understanding of the customer requires efficient marketing research about the firm’s international business environment. As discussed in the first chapters of the book, the firm’s business success depends in part on its ethical standards; thus awareness of its environmental and social responsibility is required. The following chapters concentrate on various aspects of culturally biased customer behavior and how the firm ensures sensitivity when planning and selecting its marketing strategies. The most efficient techniques of international market segmentation, targeting, and strategic competitive positioning are introduced. Furthermore, concepts of consumer loyalty programs and their implementation in diversified international markets are presented. An important part is dedicated to describing suitable mixes of marketing policies for firms operating in culturally heterogeneous international markets. Finally, forecasting changes in consumer behavior as a tool of planning international marketing activities is taken into consideration. Marketing control mechanisms that seek to increase efficiency of selected marketing activities further contribute to the valuable insights of this publication.