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Realizing Mass Markets Full Potential in Fast Developing Countries:the Dynamic Adaptation of Perfetti Van Melle in Bangladesh

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Realizing Mass Markets Full Potential in Fast Developing Countries:the Dynamic Adaptation of Perfetti Van Melle in Bangladesh
论文目录
 
摘要第1-8页
Abstract第8-10页
List of Figures第10-11页
List of Abbreviations第11页
Acknowledgements第11-12页
Preface第12-13页
Introduction第13-16页
PartⅠ Building a long-term approach towards fastdeveloping countries第16-48页
1) Literature review: Internationalization of MNCs第16-23页
  1.1) Internationalization theories第16-18页
  1.2) Globalization: a shift in focus第18-21页
  1.3) The transnational model第21-23页
2) Reaching mass market in fast developing countries第23-39页
  2.1) The rise of fast developing countries第24-28页
  2.2) Implications for MNCs: skimming vs penetraitng第28-34页
  2.3) The pillars of a successful marketing mix adaptation第34-39页
To sum up第39页
3) The next challenge: Developing a dynamic adaptive capability第39-48页
  3.1) Stay the course第39-44页
  3.2) Moving the transnational model forward: the need for aregional based strategy第44-47页
To sum up第47-48页
PartⅡ A successful case: Perfetti Van Melle inBangladesh第48-100页
4) Local adaptation strategy第49-73页
  4.1) PVM globally and sector outlook第49-51页
  4.2) Country Description第51-56页
  4.3) Strategic Issues第56-60页
  4.4) Tactical local adaptation: the Marketing Mix第60-73页
To sum up第73页
5) Evolving dynamically with the country第73-100页
  5.1) Dynamic adaptive process at work第73-78页
  5.2) The emergence of the Modern Trade第78-82页
  5.3) Swot Analysis of Perfetti Van Melle Bangladesh第82-89页
  5.4) Responding to environmental changes:moving up the pyramid第89-99页
To sum up第99-100页
Conclusions第100-102页
Bibliography第102-107页

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