International Marketing in Practice

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

• Part I: 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 II: 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 III: 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 IV: 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 – Clos Montesquieu 11. Using Country-of-Origin (COO) as an Internationalization Branding Strategy: L’Occitane au Brésil’s Story