The cases appearing in this compilation are developed for a course in marketing from a global perspective. In a sense these cases can support a dual purpose, either to illustrate fundamental marketing concepts or to demonstrate the application of marketing principles in international markets.

Today, it is a cliché to say that all business is global. Yet, it is true. However, most marketing courses still tend to place inadequate emphasis on the global dimensions of marketing strategy.

While marketing principles are universal, their manifestations are significantly different across the world. By having cases drawn from a variety of regions, it is hoped that the student will become sensitive to understanding the rich local contexts within which even the most global of companies have to operate in. For example, even a global brand and concept such as McDonalds, present in more than 100 countries, serves local adaptations. Consider their teriyaki burger in Japan, Maharaja mutton burger in India, Samurai pork burger in Thailand, a beetroot burger McOz in Australia, and wine on the menu in France.

This book tells you how to maintain the delicate balance between being mindlessly global and hopelessly local.

The ten cases in this compilation are drawn from Denmark (e.g., Medi-Cult), India (e.g., Gramophone Company), Mexico (e.g., Carrefour in Mexico), Switzerland (e.g., Swissair), United Kingdom (e.g., Akzo-Nobel) and United States of America (e.g., Yahoo). But, beyond this, the cases are frequently multinational in nature. For example, easyJet is about an airline flying between Greece, Netherlands, Spain, Switzerland and the United Kingdom. Medi-Cult is about pricing the product in Denmark, France, United Kingdom and USA. Wal-Mart is about how to expand the retail concept from USA to Asia, Europe, and Latin America.