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

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