Hanne Hartvig Larsen is Professor at the Copenhagen Business School in Denmark.CONTRIBUTORSPamela Adams Universita Bocconi MilanPer Andersson Stockholm School of EconomicsChristian Belz Universitat St. GallenAxel Faix Universitat KolnBernard Dubois HEC Jouy-en-JosasStaffan Hulten Stockholm School of EconomicsRichard Kohler Universitat KolnJ J Lambin Universite Catholique de LouvainJosef A Mazenac Vienna University of Economics and Business AdministrationRon Meyer Rotterdam School of ManagementBengt G Molleryd Stockholm School of EconomicsAd Pruyn Rotterdam School of ManagementErasmus UniversityCelia Phillips London School of EconomicsThomas Rudolph Universitat St GallenHerman Schindler Universitat St.GallenSusanne Schwamborn-Epple Kaufring AG DusseldorfI Vanfrechem Leti-Lovanium′s International School of Management St. Petersburg

• Introduction - Hanne Hartvig LarsenIlly in Germany - Pamela AdamsRenewal of Distribution AgreementsNorsk Hydro Fertilizers in the United States - Bjarne BakkaEntering a Highly Competitive MarketCase A: 1970-75Case B: 1980-95MediaMarkt - Christian Belz, Thomas Rudolph and Hermann SchindlerThe Price-Active Market Entry into SwitzerlandMobile Telephone Network Operators - Per Andersson, Staffan Hult[ac]en and Bengt G M[um]ollerydAdapting to Rapid Changes in the MarketWILO GmbH - Axel Faix, Susanne Schwamborn-Epple and Richard K[um]ohlerDealing with a Subsidiary in CrisisCollective de l′Or - Bernard DuboisEvaluating an Advertising CampaignHoneywell in Saint-Petersburg - Jean-Jacques Lambin and Inge VanfraechemEstablishing a Market StrategyInternational Tourism Marketing - Josef A MazanecA Multifactor Portfolio ModelGuardian Properties - Celia PhillipsThe Management of a Local and International Shopping CentreGodiva Europe - Jean-Jacques LambinThe Standardization versus Customization DilemmaSaatchi & Saatchi Worldwide - Ron J H Meyer and Ad Th PruynDoes a `Global Marketing′ Concept Make Sense?

Hanne Hartvig Larsen is Professor at the Copenhagen Business School in Denmark.CONTRIBUTORSPamela Adams Universita Bocconi MilanPer Andersson Stockholm School of EconomicsChristian Belz Universitat St. GallenAxel Faix Universitat KolnBernard Dubois HEC Jouy-en-JosasStaffan Hulten Stockholm School of EconomicsRichard Kohler Universitat KolnJ J Lambin Universite Catholique de LouvainJosef A Mazenac Vienna University of Economics and Business AdministrationRon Meyer Rotterdam School of ManagementBengt G Molleryd Stockholm School of EconomicsAd Pruyn Rotterdam School of ManagementErasmus UniversityCelia Phillips London School of EconomicsThomas Rudolph Universitat St GallenHerman Schindler Universitat St.GallenSusanne Schwamborn-Epple Kaufring AG DusseldorfI Vanfrechem Leti-Lovanium′s International School of Management St. Petersburg

• Introduction - Hanne Hartvig LarsenIlly in Germany - Pamela AdamsRenewal of Distribution AgreementsNorsk Hydro Fertilizers in the United States - Bjarne BakkaEntering a Highly Competitive MarketCase A: 1970-75Case B: 1980-95MediaMarkt - Christian Belz, Thomas Rudolph and Hermann SchindlerThe Price-Active Market Entry into SwitzerlandMobile Telephone Network Operators - Per Andersson, Staffan Hult[ac]en and Bengt G M[um]ollerydAdapting to Rapid Changes in the MarketWILO GmbH - Axel Faix, Susanne Schwamborn-Epple and Richard K[um]ohlerDealing with a Subsidiary in CrisisCollective de l′Or - Bernard DuboisEvaluating an Advertising CampaignHoneywell in Saint-Petersburg - Jean-Jacques Lambin and Inge VanfraechemEstablishing a Market StrategyInternational Tourism Marketing - Josef A MazanecA Multifactor Portfolio ModelGuardian Properties - Celia PhillipsThe Management of a Local and International Shopping CentreGodiva Europe - Jean-Jacques LambinThe Standardization versus Customization DilemmaSaatchi & Saatchi Worldwide - Ron J H Meyer and Ad Th PruynDoes a `Global Marketing′ Concept Make Sense?

Hanne Hartvig Larsen is Professor at the Copenhagen Business School in Denmark.CONTRIBUTORSPamela Adams Universita Bocconi MilanPer Andersson Stockholm School of EconomicsChristian Belz Universitat St. GallenAxel Faix Universitat KolnBernard Dubois HEC Jouy-en-JosasStaffan Hulten Stockholm School of EconomicsRichard Kohler Universitat KolnJ J Lambin Universite Catholique de LouvainJosef A Mazenac Vienna University of Economics and Business AdministrationRon Meyer Rotterdam School of ManagementBengt G Molleryd Stockholm School of EconomicsAd Pruyn Rotterdam School of ManagementErasmus UniversityCelia Phillips London School of EconomicsThomas Rudolph Universitat St GallenHerman Schindler Universitat St.GallenSusanne Schwamborn-Epple Kaufring AG DusseldorfI Vanfrechem Leti-Lovanium′s International School of Management St. Petersburg

• Introduction - Hanne Hartvig LarsenIlly in Germany - Pamela AdamsRenewal of Distribution AgreementsNorsk Hydro Fertilizers in the United States - Bjarne BakkaEntering a Highly Competitive MarketCase A: 1970-75Case B: 1980-95MediaMarkt - Christian Belz, Thomas Rudolph and Hermann SchindlerThe Price-Active Market Entry into SwitzerlandMobile Telephone Network Operators - Per Andersson, Staffan Hult[ac]en and Bengt G M[um]ollerydAdapting to Rapid Changes in the MarketWILO GmbH - Axel Faix, Susanne Schwamborn-Epple and Richard K[um]ohlerDealing with a Subsidiary in CrisisCollective de l′Or - Bernard DuboisEvaluating an Advertising CampaignHoneywell in Saint-Petersburg - Jean-Jacques Lambin and Inge VanfraechemEstablishing a Market StrategyInternational Tourism Marketing - Josef A MazanecA Multifactor Portfolio ModelGuardian Properties - Celia PhillipsThe Management of a Local and International Shopping CentreGodiva Europe - Jean-Jacques LambinThe Standardization versus Customization DilemmaSaatchi & Saatchi Worldwide - Ron J H Meyer and Ad Th PruynDoes a `Global Marketing′ Concept Make Sense?