European Management series – serie

This rich collection of case studies highlights key marketing issues in an international context characterized by diversity of markets, competitors and consumers.

Some of the cases require students to synthesize broader strategic issues such as: entering the global market; coping with international competition; managing the globalization process; adapting to rapid change due to worldwide developments; and weighing global standardization against customization. Other cases bring students' analytical skills to bear on issues of a more tactical nature such as: international market and competition; the collection and use of data in market research; evaluating communication effectiveness; and multifactor portfolio analysis.

Together they offer a detailed insight into the practicalities of marketing across national borders and cultures.

This rich collection of case studies highlights key marketing issues in an international context characterized by diversity of markets, competitors and consumers.

Some of the cases require students to synthesize broader strategic issues such as: entering the global market; coping with international competition; managing the globalization process; adapting to rapid change due to worldwide developments; and weighing global standardization against customization. Other cases bring students' analytical skills to bear on issues of a more tactical nature such as: international market and competition; the collection and use of data in market research; evaluating communication effectiveness; and multifactor portfolio analysis.

Together they offer a detailed insight into the practicalities of marketing across national borders and cultures.

This stimulating case-study volume addresses key issues in organizational behaviour organizational change and human resource management in a range of European organizations. Its consistent emphasis is organizational change in a shifting, `internationalizing' world and sensitivity to the impact of different cultures on the problems as they are defined, as well as on their solutions.

The carefully selected cases capture realistic breadth and complexity, including firm location of `OB' and `HRM' themes in the context of the broader market and other issues facing the organizations concerned. The themes covered include: managing growth and `Europeanization'; managing decline and crisis; transforming cultures; organization design; leadership, autonomy and control; and organizational learning and change.